Tally ho! What's this, the British aristocracy has moved on from hunting and shooting in the country to earn a decent crust in the fashion world. Gawain Rainey, as his name suggests, is a toff. He is the nephew of Lord Harlech and married to the lovely posh, aristo-model, Jasmine Guinness, who is mother to their two sons. Operating out of London's hip Portobello Road since 2003, Gawain's company, 10-4 Inc, is considered a global production company and something of a fashion phenomenon. They now produce photographic shoots all over the world for a whole host of leading photographers/publications plus brands from Patrick Demarchelier in India for British Vogue, to Mario Testino in West Wycombe for D&G and Venetia Scott in Spain for Margaret Howell. Catwalk show productions include Jasper Conran, Issa, Asprey and Kinder. They've also worked on campaigns for Jimmy Choo, Versace, Gucci, Topshop and Burberry, organising all aspects of glossy photo shoots including casting and production. They also co-ordinate the trickier elements of fashion we don't often hear about, from buying art and props for shoots to scouting for intriguing locations, set-building, organising accommodation, balancing tight editorial budgets and possibly knowing the fash pack as we do, finding posh scoff in the back of beyond.