A fashion shoot is often much more than you can imagine: it can be the deciding factor between the success and failure of your brand.
How many designers have devoted body and soul to creating impeccable collections, paying attention to every detail, only to see sales stagnate? We often tend to blame marketing, price or competition. In reality, the problem is a different one, and it is often undervaluedproduct photography. One professional fashion shooting is a strategic lever to enhance your brand and win over your audience.
The real problem, in fact, emerges in full force during the launch and promotion phase of the brand, and this is where many emerging designers fall down.
In this article we will find out why images are the real sales engine in fashion e what mistakes to avoid in order not to sabotage your brand and improve your shootings to turn your images into real customer magnets!
I am Corrado Manenti and I will guide you through the world of fashion shoothelping you transform your creations into striking images.
We will explore the dynamics of a professional photo shootThe key figures involved and how to make shots that not only enhance your garments, but also tell the story and identity of your brand.
If this is the first article you read, welcome to Be A Designer: the community dedicated to emerging fashion designers and anyone who wants to turn their passion for fashion into a successful business.
We are a creative team specialised in developing new product lines and building distinctive and competitive fashion brands.
If you are interested in creating a winning shoot, you are in the right place!
Let's start at the beginning: what does it mean to do a shooting
In the world of fashion, image is everything, and there are no loopholes. A low-quality photo compromises the perception of a product or an entire brand, regardless of its actual quality or value.
But realising one fashion shoot is not just about taking perfect photos of your garments, but about creating a visual story that expresses the soul of your collection. Every detail, from the choice of location to the art direction, contributes to building a visual story.strong and recognisable brand image that does not risk being lost in the sea of proposals that continually crowd the fashion industry. A well-done shoot enhances fabrics, shapes and style, turning your garments into objects of desire. Without striking images, in fact, even the most innovative design risks going unnoticed.
If you are launching your brand from scratch or have already started production on your first collection, you have probably already dreamt of the moment when you can step into the shoes of a model, a model or even a photographer, if your passion includes photography. The shooting phase is often, along with the creation of thevisual identitythe most creative and emotional, but is at the same time an art that requires vision, strategy and storytelling skills to turn your garments into images that will stick in the minds of your potential customers.
Fashion shoots: stay away from do-it-yourself solutions
How many times have you been attracted to a garment online precisely because of a spectacular, eye-catching photo? And how many times have you abandoned a site because the photos were blurred, poorly lit, or simply uninviting?
A common mistake is to underestimate the importance of this aspect, perhaps thinking to save money by relying on do-it-yourself or low-cost solutions. But beware: as the saying goes, 'the more you spend, the less you spend'. Investing in image quality is not only a matter of aesthetics, but also of strategic. Perception is worth more than reality. The High-quality images increase consumer confidence, improve brand perception and can directly influence sales and customer loyalty.
The temptation to save money, especially at the beginning of your project, is understandable. However, solutions that are economically ?seductive?, often fail to take into account the nuances and specificities rers from the fashion industry. Having your brand photos taken by friends and family after all the effort and investment you have put in, is never a good idea.
Low-cost solutions often fail to take into account the specificities of the fashion industry. A good camera is not enough: you need an eye, experience, knowledge of lighting techniques, styling and post-production. An amateur photo can convey an unprofessional image, devalue your garments and alienate customers. Always remember that you are communicating your brand value through images. So think about this: it's a bit like building a Ferrari and then putting used tyres on it!
How a consistent fashion shoot strengthens your brand positioning
In the digital age, visual content is crucial to attract and keep the attention of followers. Low quality images can damage your image on social media. A well-groomed and professional Instagram feed is an essential business card for any fashion brand.
At this stage, an often underestimated aspect also concerns the impact of images on the price perception. The visual quality of your shots, as you will have realised by now, directly influences how the public assesses the value of your garments.
If images do not convey care, elegance and professionalismeven a perfectly justified price might seem excessive. On the contrary, well realised photos strengthen brand positioningcreating coherence between the real value of the product and that perceived by the customer. When we see impactful, well-thought-out photos, what comes through is a subliminal but powerful message: if as much care has gone into the presentation, as much will have been invested in the creation of the garments.
It is precisely this mental connection that gives rise to trust and a desire to buy, making it natural to accept higher prices because "you can see it's worth every penny!". In a world where everyone sells everything, superior images not only differentiate the brand from the competition, but create the perception of exclusivity and luxury that allows the price barrier to be overcome, transforming garments from simple products into objects of desire worth investing in.
Defining objectives and the creative concept: the usefulness of a moodboard
One fashion shooting effective does not come about by chance: it all starts with the clear definition of objectives. What do you want to achieve with your photo shoot? You might want to increase brand awarenesslaunching a new collection with images for the catalogue, e-commerce or an advertising campaign, or attracting a new audience on different channels, online and offline.
But to create images really engaging and strategicyou must first understand to whom you turn. Who is your ideal audience? What are their tastes, lifestyle and buying habits? Who influences their choices?
Profile your buyer personas will help you realise shots that speak directly to your target audienceevoking emotions and reinforcing your brand identity.
To make this process easier and smoother, you will need to arm yourself with a moodboard.
The literal translation of moodboard is "mood board" and consists of a collection of inspirations in the form of images, colours, materials, patterns and textures that, united by a common denominator, summarise the mood of any creative project.
However, it is not simply a collection of images, a random collage, but a real visual map of your brand that you can create by combining colours, textures and inspirations to define the most suitable identity and atmosphere.
If you don't have a well-structured moodboard, the risk is that you get disconnected photos that don't communicate anything precise. But when there is preparation work done well, everything changes: the photographer, the creative team and the brand work in the same direction, avoiding misunderstandings and getting shots that exactly reflect the desired vision.
To be truly effective, a moodboard must include reference images, colour palettes, technical details and styling notesand trust that it will help you plan every aspect of the shoot: from the lighting to the angles to the choice of locations.
It is a teamwork between photographer and clientThis is a strategic process that makes the difference between a mediocre result and a strong visual identity that must be born from an in-depth analysis of the brand, selecting only those elements that best represent its style and values. With the right preparation, your shoot will not just be a photo shoot, but a powerful tool for communicating and selling and the starting point for an extremely rewarding journey in which you, as an aspiring stylist, will be involved across the board.
But what makes a fashion photo really effective?
- Lighting: well-designed lighting can completely transform a photo. Think of shots of Peter Lindbergh for Vogue: black and white, natural light, images that look like something out of a neo-realist film. Lindbergh proved that imperfection can be fascinating and that the soul of a photo lies in the emotions it conveys. So try to avoid direct sunlight, which often flattens the image. Better diffuse light, perhaps with the help of reflective panels or softboxes.
- Attention to Composition: The choice of framing can completely change the perception of a garment. Helmut Newton has made his photos iconic by playing with unusual perspectives, theatrical poses and plays of light and shadow that create tension and mystery. Study the framing. The rule of thirds is a good starting point. But at the same time experiment, be daring, find original angles that enhance your outfit.
- Storytelling: A great photo does not just show a dress, but tells a story. A perfect example? The campaign of Jacquemus with lavender fields. The contrast between the intense lilac and the minimalist outfits made every shot memorable and viral.
- Styling: Clothing must be impeccable. Ironed, crease-free, worn the right way. A good stylist knows how to create a look that communicates the essence of your brand.
- Model: Choose a model who represents your target audience. He or she must be able to pose, express emotions, bring the garment to life.
- Post-production: Slight retouching is necessary to correct imperfections, balance colours, sharpen the image. But be careful not to overdo it, distorting the photo.
Today, in the world of social media, the images that work are those that convey real emotion. Let's think about the campaign Savage for Fenty by Rihannawho broke the mould with inclusive shots, models of all kinds and poses that communicate energy and confidence.
Remember, the goal is to create aspirational and fascinating images that capture your audience's attention and communicate your brand values.
Different types of photography
However, not all fashion photography is the same: each type has a specific purpose and a unique visual language. Knowing the differences is key to choosing the type of shoot that best suits your brand and the message you want to communicate.
Photography from Lookbook ? It is the most essential and clean, designed to present a collection in a clear and professional manner. The shots are simple, often against a neutral background, where the model poses naturally to highlight the details of the garments. An example? The Row's minimalist lookbookwhich enhances the quality of fabrics without frills and distractions.
Editorial Photography ? This is where creativity comes in. It is the type we find in fashion magazines such as Vogue and Harper's Bazaarartistic images, scenic settings, daring styling. Think of the surreal shots of Tim Walkerthat turn fashion into a visual fairy tale.
Photography for Advertising Campaigns ? The objective is to sell an idea, a lifestyle, more than the garment itself. The images must be impactful and evocative, like the iconic campaigns of Dolce & Gabbana inspired by Italian cinemawhich tell of tradition, passion and family through images.
E-commerce Photography ? Functionality is the priority here. Images must show the product in detail, at different angles and often with a white background to focus attention on the garment. A perfect example? The website of Net-a-Porterwhich presents each garment with high-resolution shots and test videos.
Each type of fashion photography needs a different lens. The secret is to choose the one best suited to your brand and know how to make the most of it to communicate your brand identity. As we have seen, a lookbook is perfect for presenting a new collection, while an advertising campaign is ideal for reinforcing your brand identity.
Relying on professionals means having the guarantee of quality work, carried out with state-of-the-art equipment and an expert eye. Sure, it costs more, but the return on investment can be significant!
The importance of video in a complete fashion shoot
In the age of social media and digital marketing, we must not forget videos. If images capture detail and style, videos add movement, storytelling and emotioncreating an immersive experience that engages the audience more than any other format. Filming in exclusive locationscombined with careful direction, transform each scene into a source of inspirationhelping potential customers to imagine themselves in the garments of the collection and to replicate the outfits in their daily lives.
Yet, the video is often the most undervalued product of a shooting. While the photographer takes centre stage, the videomaker He works more often behind the scenes and discreetly, but his role is crucial: through his directorial choices, models are no longer just static subjects, but are transformed into real performers, capable of conveying emotions and telling a story.
With the right visual storytellingvideo becomes a powerful branding tool, capable of reinforcing brand positioning and making the collection even more desirable.
Furthermore, video content has enormous potential in terms of engagement and virality: platforms such as Instagram Reels, TikTok and YouTube Shorts reward dynamic formats, providing greater visibility than simple photos. A well-crafted video can turn into a successful campaign, amplifying the brand message and creating a more authentic connection with the audience. Investing in video therefore means maximise the impact of the fashion shoot and make the most of the power of visual communication.
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WARNING!
If you have read this article, it is because you are certainly a fashion enthusiast, but the real reason why you read about these topics on my site and not in a fashion magazine is because you have most likely had the idea of creating your own fashion brand in your mind for some time.
Now that you have all the tools to think about how to create a shoot you will have realised how making fashion is a very complex subject where every single element must work to achieve the end result!
For this you MUST ABSOLUTELY read my book:
"Do you also want to be a designer?" which explains all the steps before and after the shooting and all the mistakes NOT to make while realising your collection!
If you are a designer or simply a creative person and have always dreamed of making your own fashion collection and selling it, you are in the right place!
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? **Make a free consultation with me and let's evaluate the future of your project together!
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