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Sam Gainsbury & Anna Whiting

Founders, Gainsbury & Whiting

The production duo, which specialises in fashion film-making, helped Alexander McQueen realise his groundbreaking runway shows.


Sam Gainsbury and Anna Whiting are as the producers some of the most innovative fashion shows through their namesake company Gainsbury & Whiting. Boasting a long-standing collaboration with Alexander McQueen, the duo is credited with having produced some of the designer’s most arresting fashion show moments such as the 3-D hologram of Kate Moss in 2006 and the spray-painting robot in 1997.

Having met on the set of a music video production for English musician Tricky in 1994, Gainsbury and Whiting quickly established a working partnership and were first recruited by McQueen in 1996 to produce his Spring/Summer ‘Hunger’ show. Since founding their company in 2000, the pair have worked on productions for the likes of Christopher Kane , Marios Schwab and Stella McCartney , as well as editorials for Vogue, W and Harper’s Bazaar. In 2011 Gainsbury was awarded the Isabella Blow Award for Fashion Creators at the British Fashion Awards.

Along with show production and photography, the duo have also produced a number of special events including the critically acclaimed Alexander McQueen “Savage Beauty” retrospective in the Metropolitan Museum of Art in New York — which later moved to London's Victoria & Albert Museum in 2015 — and the 2012 Louis Vuitton Marc Jacobs exhibition at the Musée des Arts Decoratifs in Paris. In 2011 the duo set up a film division producing works for Gareth Pugh , McQueen menswear and Lady Gaga’s music video for Alejandro. The pair also represent photographers Nick Knight , Steven Klein and Ruth Hobgen.


Gainsbury & Whiting

Gainsbury & Whiting


2000 - Present

London, United Kingdom

Vital Statistics


United Kingdom

United Kingdom
Member since

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What is The BoF 500?

The people shaping the global fashion industry, curated by the editors of The Business of Fashion, based on nominations and on-the-ground intelligence from around the world.