LOOKBOOK ➔
A lookbook is a collection of photos showcasing a particular fashion brand’s clothing or accessories. It’s designed to convey the brand’s overall aesthetic, mood, and style, and is usually created for marketing purposes.
Unlike a catalog, a lookbook focuses more on the styling and atmosphere of the clothes, rather than simply displaying them on a plain background. Lookbooks typically feature the key pieces of a collection, often styled in various outfits and settings to communicate the brand’s message and inspire customers. While a catalog is more straightforward and informative, a lookbook is more creative and aspirational, designed to evoke a specific mood or feeling.
A well done lookbook inspires customer interest in the brand. It’s not just about showcasing clothing details, but rather what they represent. It’s a precision weapon that strikes the customer’s emotions with the best collection images, without delving into the details of the cut, fit, or fabric. Here’s how the same Parajumpers coats can look in both a lookbook and a catalog:
When shooting a lookbook, there are a few ways to approach it. One option is to shoot on a solid background, which can be useful if you want to use the images as part of a larger marketing campaign.
For more content-driven or advertising purposes, it’s often better to shoot outdoors or in a carefully curated interior setting. Shooting on location can help to create a mood or tell a story about the clothes being featured, while also giving viewers a sense of the overall aesthetic of the brand.
Ultimately, the choice of location will depend on the specific goals of the shoot and the message that the brand wants to convey.
A lookbook can be used not only for clothing, but for promoting other products as well. Imaged-based photos can sell cosmetics, jewelry, accessories, and more. The focus of the lookbook is on creating a mood and showcasing the products in a visually appealing way, rather than just displaying the individual pieces. This makes the lookbook a versatile marketing tool that can be used for a wide range of products.
Lookbook pictures can be used:
- For client catalog and direct sales.
- As a basis for a dealer lookbook and b2c sales.
- As content for social media and email campaigns.
- As banners for the store, signage, outdoor advertising.
- For branding of brand or store accounts.
A good lookbook often inspires customers to purchase the entire outfit, which is why it pairs well with a catalog. It’s great if both are shot in a consistent style, as it allows for content combination. Even better if the style is supported by a campaign, as it creates a cohesive brand image for the customer.