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Creating A Professional Lookbook


Not only will these images convey the designers personality but also their design signature. So, it is important to choose carefully which images are suitable for your brand/label. There are no rules when it comes to presenting your designs/collection via an image or a lookbook, but you need to get your point across clearly and professionally.

It is plain and simple, buyers will not take a designer seriously if they do not have professional images. If you lack good images, it will weaken your brand. Images and a good lookbook will often be the first means of communicating your brand and your collection to the buyer. It will similarly be the reference after a buying meeting has taken place and the decision process begins. Be aware that buyers can reject collections on the basis that they do not have professional images as they may consider other area’s to be lacking. Why spend all that money on making a collection when you do not put effort into the integral parts that go hand in hand with presenting a collection such as a press release and a lookbook.

Choose your photographer carefully as bad images can make you look unprofessional and reflect badly on your brand. Most photographers have their own websites, or a photoblog where they display past work. Also  take into consideration the model you want to use. Unnatural hair colour, complicated hairstyles and anything fussy can detract from the clothes and look out of place. Using a ‘goodlooking friend’ for a model is not normally advised, there are many ways to get reasonably priced or models wishing to add to their portfolio’s on websites such as www.modelmayhem.com you will also find stylists, photographers and hair and makeup artists too.

High-concept photoshoot works really well when used for magazine’s editorial shoots. This can be applied to your images but do not let the props; background, make-up and accessories dominate the whole image.  A minimal, non-fuss photoshoot with clear lighting and a suitable model should be enough to give your image a voice. If in doubt, use a plain background, as a busy photo can be distracting and off-putting. Have images to show the photographer as a point of reference.

Do not use black and white, this is best kept for editorial shoots, similarly distortions or effects can mask details that the buyer will want to see. Desaturation can work well in the editing stage which can really make images look more polished.

Poses should not be too ambitious or too acrobatic, not unless it goes with the edginess of the garments. Remember, these images should focus on the clothing and not the models. Buyers are more likely to respond to images where they can see the clothing properly.

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