The Ultimate Guide To Creating a Fashion Lookbook with Inspiring Examples

What is a LOOKBOOK, who needs it, how and for what purpose is it made?

A lookbook, simply put, is a series of photographs presenting a given collection by a designer or clothing company. Lookbook photos can be taken outdoors, in some characteristic interior, as well as in a photographic studio. Most often such a photo session is done in a studio on a neutral background. When taking such pictures in a photographic studio, it is important not to overshadow the collection with the background color and accessories. Remember that it is the collection that is the most important and the whole background is only a possible addition. Therefore, it is safest to take this type of photo on a white or gray background and light it in such a way that you can see the clothes exactly.

Establishing conditions and expectations

From this point it all starts, you need to discuss every aspect of the session with the client. You will need information such as expectations regarding the number of images to be provided. The budget of the client is also very important, as it determines how many models will be hired, the location of the shoot, the cost of the stylist and makeup artist. And most importantly you yourself should determine the rate for one processed lookbook photo.

The best way to do this is to write all the arrangements down on paper. It’s a fair move for both sides because it will eliminate any potential misunderstandings. In case the client changes their expectations and, for example, requires some additional photos from you, you will have something to refer to. If it is not included in the contract, the matter may be troublesome.

 

Photographer’s questions needed to write a contract.

In brief, what should be included in the contract before the session.

How many stylings to be photographed?
How many images are needed for one styling?
Who will select the photos to be processed?
The fact that the price is based on the number of photos submitted.
The time allotted to conduct the session.
The above guidelines apply to the photographer’s work. The following points are the responsibility of the client, but still their price is included in the total cost of the lookbook session.

 

What Do You Need to Create Your Own Lookbooks

A lookbook is a visual presentation of a brand’s collection of clothes, shoes and accessories. It is usually published in the form of a book or an online gallery.

A lookbook can be used for different purposes: to showcase the latest collections; to show what is on offer for the next season; to show off new arrivals in store; or to give customers inspiration for their own outfits.

When you create your own lookbook, you need to decide where it will be published, who will see it and how often you will update it.

The aim of such a photo session for a lookbook is to present the collection on a model in such a way as to show the potential recipient what a given item looks like. The best result will be achieved by taking pictures of the whole silhouette, both from the front and the back. The pose of the model is very important here, so that the cut is fully shown and the characteristic features of the garment are presented. However, the pose cannot be artificial or forced.

Photos should be natural.

It is also common to take close-ups on some important detail or to show the structure of the material from which the clothes are made.

 

 

Why work with professional models?

The photographer should be well acquainted with the collection before the session. He should know what distinguishes it and what to pay special attention to. This knowledge allows him to set the model in such a way, that she best presents the clothes. If we engage a professional model for the photo session, the success is guaranteed 🙂 A model with extensive experience can pose freely and naturally.

They understand the photographer’s suggestions very well, which makes the session run smoothly, something that doesn’t happen very often with models with less experience, who need to be set for almost every photo. The time of working with less experienced people is much longer, which means that the photographer can offer a higher price for the photo session.

In this case it is worth to calculate what is better for the project. More expensive professional model and shorter working time of photographer, or a friend who will pose for free, but the photographer will cost more.

 

Which model to choose?

The selection of a model for a photo shoot is a separate issue. Each collection has its own character. Every clothing company, designer wants to choose such a model and such a model who will fully reflect the character of their collection. Sometimes they need a model with delicate features, sometimes with quite sharp, expressive features, sometimes they need a blonde, sometimes a brunette and sometimes freckled and redhead 🙂

Definitely, before the photo session you should have a detailed conversation with the client about the whole session. What message do we want to convey, what impression do we want to get, does the client have any preferences regarding the model.

Modeling agencies in their database have several hundred models of different ages and types of beauty. After presenting specific requirements and expectations it is easy to find the most suitable person for a photo session.

A very important factor in choosing the right person is the proposed salary for the model, which is often adequate to their experience. In other words, the bigger the budget for a model, the more opportunities and chances we have to find the perfect person.

The next stage is the selection based on the submitted photos. Often we need up-to-date and natural photos, the so-called “Polaroids”, where the model is shown without makeup and in unforced poses. Sometimes it is necessary to take test photos, or even to hold a casting, where we can best check the model.

 

Hairdresser and make-up artist

For a successful session, you need professionals. This does not only apply to the photographer or the model, but also to the people who will take care of her appearance. Why is it so important? The client will pay for beautiful makeup and hairstyle, which will look great in the photo, and the photographer will spend less time on processing.

Importantly, you should take into account the time that the hair and makeup artist will spend on their work, because both of these things, should be done in the studio. That is, at the place where the session will be held. The service of the hairdresser and makeup artist also has to be included in the cost of the session, but it will also be connected with the time spent by them. If they take care of the model’s appearance throughout the session, the price will be much higher.

 

Set a date for the release of the lookbook

Most often lookbooks come out before the start of the seasons: spring, summer, autumn and winter. Sometimes lookbooks come out on additional dates and are themed. For example, if you create clothing and are thinking of expanding your collection with accessories, a lookbook will nicely highlight the additional products

 

How is a lookbook different from a regular photo shoot?

Lookbook is a term which originated from a combination of the words “look”, meaning “appearance” and “book”. It is otherwise known as an album or catalog of products, which presents a collection of clothing. Lookbook is also a business card and a portfolio of a clothing brand, but how does it really differ from a regular photo session?

 

Course of the session

The aim of a lookbook is to present a collection of clothes on a model in the best possible way. Stylizations should be properly composed and the photos should be taken in perfect light. Such sessions may take place both in the studio and outdoors. Everything mainly depends on the designer and what and on what background the designer wants to show his collection. Properly chosen background can emphasize the character of the presented clothes and make them look perfect. A good photographer will help and make sure that the background matches and the collection is not overshadowed by an excess of props. The method of photography must also be in keeping with the style of the collection.

 

For whom a professional lookbook?

Can you imagine a clothing brand offering to sell clothes online without photos? Professional product photos that 100% reflect the color of the material and its structure is something you can’t miss having your own collection of clothes. It is worth remembering that good lookbook photos can even influence the decision to buy a given product. The fact that the clothing is presented in the right light and the most interesting elements are singled out influences the originality and uniqueness of the collection. Lookbook sessions will be ideal for clothing manufacturers and fashion designers. The lookbook can also be used by people who want to show off their skills, e.g. choosing styling or want to create their own portfolio.

The main advantage of a lookbook session is its originality and the fact that it can highlight the character of styling in the photo. A regular photo shoot rarely focuses on making the clothes come out as good as possible, which is what presenting your clothing brand is all about.

 

 

STAGES OF FASHION SESSION PRODUCTION

Thanks to many years of experience we have created our own model of work on advertising productions. It consists of a comprehensive preparation of several key stages of production.

Stage 1 – conception

At this stage we present an initial concept of the advertising material along with a cost estimate, based on the brief and the client’s profile. Prepared idea is presented in written form, with more complex projects also in graphic form. To the concept we add a cost estimate with the proposed team needed to carry out the project. Next, we discuss the concept and take into account any comments. The concept stage usually takes about 1 week.

Stage 2 – production organization

After preparing the concept, we proceed to the active and most time consuming part of the production. We start with organizing the casting or selecting models from our database. Then we move on to the individual elements of the project, such as setting the exact date of the fashion session, organizing the scenery / props, preparing the necessary equipment, ordering the styling, logistics. For this stage we usually need about 2-3 weeks, or more in the case of more complicated and demanding advertising productions.

Stage 3 – implementation

Implementation of the production, thanks to previous preparations, runs very smoothly. We work with fashion photographers and filmmakers full of passion for their work and the best in their fields. We try to choose the best team of artists for a given production. Depending on the type of shoot (or film) we do and whether the shoot is done in our photo studio or outside, this stage lasts from half a day to several shooting days.

Stage 4 – postproduction

This is the last part of the fashion session production where we prepare the material to be published by the client. Most often it consists of retouching the photos and preparing them in the appropriate format that was ordered. In case of the film this is the editing stage. Depending on the level of advancement and quality requirements, it takes about 10 working days for a standard one-day photo session, while editing and soundtracking the film may take a bit longer.