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The Cost For Shooting A Lookbook

SHOOTING A LOOKBOOK

The Model, Photographer, And Production Costs Of A Fashion Lookbook

Solid-Striped-Swimwear-Photoshoot
Solid & Striped Swimwear Photoshoot

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 actually licensing the photos from the photographer. The photographer is the copyright holder of any image they take. So part a bid for shooting a lookbook, social media campaign, ad campaign or editorial use is the licensing fee’s which depend on the length of usage, type of usage (online, printed lookbooks, billboards etc.). These fee’s are on top of the day rate for the shoot.

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.

fashion-lookbook-behind-the-scenes
Behind the scenes shooting a lookbook

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.

swimwear lookbook photoshoot
Giza For Indigo Swimwear

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

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Making a Fashion Lookbook

fashion photographer steve fischer shoots the Alisa Michelle Jewelry lookbook
Alisa Michelle Jewelry lookbook by Steve Fischer

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.

here is a link to my INSTAGRAM

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

[contact-form to=’steve@stevefischer.net’ subject=’lookbook inquiry’][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

denim lookbook by Steve Fischer
Barry Yu Lookbook

swimwear lookbook
Mary Grace Swimwear

american apparel lookbook by Steve Fischer
American Apparel

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Alisa Michelle Jewelry Lookbook by Steve Fischer

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

 

fashion photographer steve fischer shoots the Alisa Michelle Jewelry lookbook
Alisa Michelle Jewelry by Steve Fischer

 

Los Angeles fashion photographer Steve Fischer photographs the Alisa Michelle Jewelry lookbook and ad campaign
Alisa Michelle Jewelry Campaign by Steve Fischer

 

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Shooting a Lookbook and how Important Preproduction is

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:

  • model castings
  • mood boards
  • location scouting
  • deciding which pieces from your collection to shoot
  • continuity
  • 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 steve@stevefischer.net with any questions. I am more than happy to answer any of your questions.

fashion photographer Steve Fischer photographs Faith Schroeder in Flynn Skye
Flynn Skye

Alisa Michelle Jewelry lookbook photographed by Steve Fishcer
Alisa Michelle Jewelry

victoria and woods photographed by Steve Fischer
Victoria + Woods

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Barry Yu NYC Lookbook Photographed by Steve Fischer

Photographing the Barry Yu NYC lookbook was a real privilege. It is a very high end collection and that’s very evident when you feel the materials and craftsmanship of the wardrobe.

The leather, the stitching…it’s all second to none. The leather jackets retail in the thousands so it’s no wonder that it’s a favorite among rock stars and celebrities.

A key component for the lookbook was to show the attitude of the collection and I think the models did a great job getting that across.

Below are a few images from the lookbook. If you are interested in discussing having me shoot your lookbook please feel free to contact me anytime. I travel worldwide to shoot lookbooks.

 

Los Angeles fashion photographer photographs the Barry Yu NYC lookbook
Barry Yu NYC Lookbook

Barry Yu NYC lookbook photographed by Los Angeles fashion photographer Steve Fischer
Barry Yu NYC Lookbook

Barry Yu Leather Lookbook Photographed by lookbook photographer Steve Fischer
Barry Yu NYC Lookbook

leopard print leather jacket photographed by Steve Fischer
Barry Yu NYC Lookook

 

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Fashion Lookbook Photography

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.

Here are a few images.

Faith Schroder in wildfox by fashion photographer steve fischer
Wildfox by Steve Fischer
Taylor Kenny jewelry lookbook by fashion photographer Steve Fischer
Taylor Kenny Jewelry by Steve Fischer
Barry Yu NYC leather photographed by Steve Fischer
Barry Yu NYC by Steve Fischer
radha from Next Models in Levis denim photographed by Steve Fischer
Levi’s Denim by Steve Fischer
american apparel bodysuit photo by Steve Fischer
American Apparel by Steve Fischer
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