THE IMPORTANCE OF LOOKBOOK PHOTOGRAPHY FOR BRAND IDENTITY
One of my favorite parts of being a fashion photographer is shooting lookbooks. Many photographer, once they become established, stop shooting lookbooks and instead only take very high paying jobs through ad agencies and such. But a lookbook is still one of my favorite projects.
A lookbook is the brands identity. It is what is used to sell the collection. I understand this will sound self serving but cutting corners on a lookbook is essentially a death blow to your collection. With tens of thousands of designers creating collections every season you have to rise above to be noticed. It’s imperative to factor this into your budget. Great models, photographer, crew and location are needed to stand out from the competition. Look at the brands that have come out of nowhere and become sensations. Brands like: Wildfox, For Love & Lemons, Paige Denim etc. The common thread they have is that they always have great lookbooks. And to have a great lookbook you need experience in front of and behind the camera.
Although i am based in Los Angeles I absolutely travel to shoot lookbooks. If you would like to discuss your lookbook feel free to contact me. You can reach me through the contact link at the top of the page.