Why we shoot in the last hour of daylight
The hour before sunset is popular with photographers for a reason. The light is soft and warm, shadows are long and faces look relaxed instead of squinting.
We plan almost every outdoor session around it, which means the start time changes through the year. In winter that can be as early as three in the afternoon.
If the weather does not cooperate, overcast days are a good second choice. Clouds act like a giant softbox and are kind to every skin tone.