What Makes a Great Lookbook
Lookbook n. A collection of masterfully created images which show off a model, style,
or clothing line.
It was super last minute. I received a email from someone from overseas saying that they had seen my work and wanted to hire me to photograph their glasses. The English was not clear and there were no details so I kind off wrote off the mail as spam, But for some reason I wrote back and go back a response from one of my coolest clients Exalt Cycle, an Eye Wear Company based in Italy. The owners where making there way to New York in the next 2 days to attend the annual eye wear show at the Javits Center and they wanted me to do a last minute model search, Casting and in the end a production
When I first started to shoot fashion about 25 years ago a large number of clothing manufactures in the garment district avoid hiring a professional photographer to shoot the seasonal line, they considered it an added expense, actually a luxury. What a lot of the showrooms did was hang the clothing on a wall or a rack and shoot the clothing right there in the showroom. In some cases they would use a staff member with a camera or even go as far as hire a photography student. In most cases the picture where horrible, very flat and boring the pictures were then printed to 4x6 print size and put in a family style photo album. That is what a lookbook use to look like, “your family pictures” we have come a very long way since then, we now have iPad look-books, web versions, and my favorite the bound printed 4 color separation book. So now a day even the small boutique fashion showroom can have a beautiful professional and expensive looking look-book at a reasonable price. This is something that was reserved for the large companies like Calvin Klein, Donna Karan and so forth.
© ken jones photography