SHOOTING A LOOKBOOK
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 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.
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