A few months back I shot the Indigo Swimwear lookbook campaign in Los Angeles. Indigo Swimwear is an eco-friendly line that is produced in Bali.
The company flew model Giza Lagarce in from New York for the shoot which I was thrilled about. I had shot with Giza on two previous occasions and she is one of the best I have worked with. They also hired model Georgia Grace. Both models are represented by NOUS Models in Los Angeles and Giza is also represented by Wilhelmina Models in New York, where she is based from.
We happened to pick the one day in Los Angeles that it rained so it made the shoot a little trickier than anticipated. Typically I avoid using strobes outdoors because I much prefer bouncing natural light but for this shoot, considering the weather, strobes were a must to overcome the drizzling rain and try to make it look like a sunny day. Even though I prefer not to use strobe lights outdoors I can also count on Profoto equipment to get the job done.
A few weeks after shooting the Zephyr Lena fashion campaign I also photographed their cashmere campaign. It’s really a pleasure shooting for a fashion brand that has such high-quality fabrics and attention to detail. They just opened a store on the famous Abbot Kinney Blvd in Venice, CA.
We shot the lookbook on location in Southern California with Petra from Industry Models.
I was hired as the fashion photographer to shoot the 2018 Winter Zephyr Lena fashion campaign. I can honestly say this brand has some of the highest quality fabrics I have ever seen in a collection.
The label is a Men’s and Women’s collection that has a wide range of styles in the collection. Everything from sweats to silk dresses and some of the most beautiful cashmere scarves and blankets you will ever see.
They just opened their flagship store on Abbott Kinney Blvd in Venice Beach California. I feel very honored they hired me as their campaign photographer. We shot the campaign on location in Malibu CA with Baskin and Petra from Industry Models and Morgan and Riley from Photogenics.
Here are some of the campaign images. You can also visit my website
How to find and hire the right model for your fashion lookbook
Hiring the best model possible is a critical step when shooting a fashion lookbook. Everyone involved in producing your lookbook is extremely critical, but the model will be the public face of your brand. Do not cut corners here!
This doesn’t mean only hiring the most expensive models will make for a successful lookbook. What it does mean is that you should have a vision of the model before you start the casting process. Keep searching agencies (more on agencies in a blog post next week) until you find this person because she or he will be your brand’s identity for the entire season. Yes, the more experience the model has, the more recognizable she may be from other campaigns and the larger the social media following she has the more expensive the models day rate and usage fees will be. however in 99 of 100 cases the more you can budget for an experienced team (not just model) the higher the return on investment in your lookbook.
HIre models through an agency, do not use friends family that are not agency represented. Seriously do not do this! Let me follow that by saying: this has nothing to do with how attractive a person is. We all have family, friends, friends of friends etc. that are just as attractive, if not more so than models represented by modeling agencies. The difference is that agency represented models do this as a job, they study and practice the art of modeling and the agency behind them puts their reputation on the line promising the model knows what she is doing. Modeling is not about being just a pretty face. When you are shooting a lookbook it is a very fast-paced environment and it’s critical that everyone on set knows how the process works. Agency represented models go through a process of test shooting with dozens of photographers before an agency will put them on their main board and allow clients to hire them. This means you get a model that knows how things work on set, knows the poses, knows where her light is, knows what eye lines are correct etc. etc. If you want to see the difference, the next time you look at a professional model in a magazine notice how and where that model holds her hands/fingers and what she does with her eye line. Then look at an amateur model photo and notice the difference. It’s these subtle things that make for a professional model.
It’s critical that you not just look at the total dollar figure it costs to produce your lookbook but the return on the investment.
If you have any questions about producing you lookbook feel free to reach out via the contact me LINK on my website.
I will go into deeper depth about agencies, costs, locations and other topics in upcoming blog posts.
Steve Fischer is a Los Angeles based fashion photographer specializing in shooting fashion lookbooks, ad campaigns, and editorial work.
The Model, Photographer, And Production Costs Of A Fashion Lookbook
A fashion lookbook is essential to a designer. The first question I get asked is “how much does it cost?” Well, that depends on many different factors. The quality of the photographer, the makeup artist, stylist, hairstylist, location, etc. But it’s not just that.
When you shoot a fashion lookbook you are dealing with two other factors. The photographer owns the copyright to the images, you are only licensing them from the photographer. So the use (printed lookbooks, website use, social media use, in-store advertising) those all a part of the licensing fee’s. The length of use is also a determination. Most photographers use programs such as blinkbid to determine the current industry rates.
You also have to negotiate the use rights with the modeling agency. That will be part of their quote you request. Since most designers have several collections a year many times the model release will allow use for 3 to 5 months and often they will allow 3 years to use on your website in an “archive” section.
Even if a photographer gives you 1-year use rights but the modeling agency only gives you 3 months you can only use the images for 3 months or the modeling agency will bill you for the excess use.
The reason I wrote this blog post is that many new designers think there are flat fees for shooting a fashion lookbook, but there is not. Besides the factors mentioned above, it also depends on how many looks you are shooting and how much crew will be needed depending on the difficulty of the shoot.
But don’t let this scare you. Agencies are often very negotiable, however, these are things you need to take into consideration.
If you have any questions about shooting a fashion lookbook or the fees please feel free to contact me through the contact form below or through the contact page on my website which you can find HERE
A fashion lookbook is far more than a marketing tool for potential wholesale buyers. Social media is the most important means of building a brand image so in these days lookbooks are used more to promote a fashion brand on social media and on their own websites than what they used to be used for which was to give to buyers at fashion trade marts.
You need people on social media to engage with your posts. You need to show them the quality, style and beauty of your fashion and want them to click through to buy it right there and then.
We all know we scan rapidly through our instagram feeds. It’s only the “wow” factor images that make people stop and look. That’s what you need in your lookbook. The point I’m making is cutting corners in creating your lookbook is suicide to your brand.
Huge name brand fashion brands have ad agencies that produce their campaigns. Medium size designers often have in-house creative departments. Newer brands often have none of this, but they all need the same thing to produce a great lookbook.
Here are most of the steps:
PHOTOGRAPHER do not cut corners when you hire a photographer. Your images are what are going to sell your product and build your brand.
MODELS often i hear from newer brands that they have a friend or relative that can be the model because they are just as beautiful as a model. It’s not the beauty. Professional models are trained how to work with photographers, the lighting, the poses, the eyelines, how to hold their hands in shots (it’s the small details that make great models). Do yourself a favor and go through a reputable model agency and hire a great model. She/he is the face of your collection
MAKEUP AND HAIR It makes a huge difference. Professional makeup artists know how makeup looks on digital and they will come up with a different looks for different setups during the shoot.
LOCATION these can be hard to find but look at great lookbooks and look at their locations (often locations out of town or country like Tulum Mexico or Palm Springs etc. If you want your brand to appeal to a certain demographic shoot at a location that fits that demographic. If you have a high priced line shoot at a exotic location. If you are a lower priced brand then you can shoot more street style.
PRE PRODUCTION Moodboards, shot lists, outfit setups…. they all need to be planned before the shoot and the entire crew needs to have copies in advance.
If you have the budget you can hire a photography producer that handles all these details.
If you would like to discuss shooting a lookbook or get a quote please feel free to contact me. I am based in Los Angeles but travel worldwide to shoot assignments. Just fill out the form below or visit my website HERE
Chanel swimwear is quite possibly the most beautiful swimwear on the market. Yes you will pay a high price to own Chanel swimwear but it’s exquisite. That’s why i was thrilled to have the opportunity to do a shoot with Chanel Swimwear with Brazilian model Monica Almada.
I have been fortunate enough to be chosen to shoot the campaign and lookbook for Mantraband two separate times in the last year and a half.
Mantraband is a success story as inspiring as their bracelets. I really enjoy yoga, especially when i am on the road traveling and more often than not when i drop-in at a studio while i am out of town, they sell Mantraband.
Each bracelet has an mantra engraved on it. You should really take a look at their website Here are a few images from each of the shoots. Enjoy and go check out Mantraband. Stylish and inspiring… you can’t beat that.
I have shot quite a few jewelry lookbook over the past few years and I really have come to admire jewelry designers for their creativity.
Creating a fashion line, I am sure, is hard enough but imagine a jewelry line with dozens of individual designs for each season. it’s really quite remarkable how the designers I have had the pleasure of working with have the creativity to design such beautiful pieces.
I have really come to love to shoot jewelry ad campaigns and lookbooks. Here are a few images from the first of two campaigns i have shot for Alisa Michelle Jewelry. The model is Ana from Wilhelmina Models.
his was shot a little while back but as I mentioned in a previous post I am redoing my blog after deleting the old one, so I am reposting some older shoots mixed in with newer shoots.
As always, if you have a ad campaign, lookbook or other type of project you would like to discuss with me feel free to reach out, my email is steve AT stevefischer.net
A lot goes into shooting a lookbook. After all it’s the image of your collection and you need to rise above. It used to be that lookbooks were used to showcase your current collection to buyers from retailers but that’s changed, now lookbooks are used more to sell direct to the public through the designers website.
Your lookbook needs to stand out and that means it takes planning. Preproduction is just as important as the shoot itself. So what goes into preproduction? Well here are a few things:
deciding which pieces from your collection to shoot
a capable crew
a solid photo retoucher
a great graphic designer
When I’m hired to shoot a lookbook my fee includes assisting in all these aspects. I have relationships with all the major agencies and can setup castings. I can give input on locations and pull permits. I have great photo assistants and digital technicians and one of the best photo retouchers in the business.
I am based in Los Angeles but travel for lookbook shoots. Or, if you don’t need to be on set you can ship the wardrobe and we can shoot the lookbook here in LA. I’ve even had clients that monitor the shoot via skype.
Feel free to call or email me firstname.lastname@example.org with any questions. I am more than happy to answer any of your questions.