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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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