What Makes a Great Lookbook
Lookbook n. A collection of masterfully created images which show off a model, style,
or clothing line.
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