Table of Contents
- Why Shoot a Lookbook?
- Tips to Keep in Mind Before Creating a Lookbook
- How to Create a Lookbook for Your Products
- Professional Photo Retouching for eCommerce
- FAQ
A well-executed lookbook can genuinely boost sales on your online store. Think of it as a catalogue, but with more emphasis on lifestyle and creativity. A lookbook is a curated collection of images showing one or more products in action — styled, worn, and placed in context.
By featuring high-quality images of your products being used in creative ways, you show customers what your items are really about and how they can be styled. For clothing, a lookbook demonstrates how a piece can be worn in different ways and with different items. This is especially valuable for versatile products — a pair of jeans that work dressed up or down, or a classic handbag that suits multiple occasions.
A strong lookbook also makes it easier for customers to visualise how an item fits into their wardrobe. Done well, it inspires customers to purchase multiple items — or buy something they had not previously considered.
Creating a lookbook does not have to be complicated or expensive. With the right planning, you can produce one yourself.
Start your free trial — Send us your product images and see how professional editing elevates your lookbook. Get started here.
Why Shoot a Lookbook?
There are several compelling reasons to invest in a lookbook for your online store:
- Boost sales — A well-produced lookbook is one of the most effective tools for increasing conversion rates
- Marketing asset — Lookbook images work across social media, email campaigns, paid adverts, and your website
- Showcase products — Particularly valuable for detailed or intricate items that benefit from being shown in context
- Help customers visualise — Customers can see how to use and style your products, which reduces purchase hesitation
- Strengthen brand identity — The items you choose and the way you style them create a visual identity that customers associate with your brand
Tips to Keep in Mind Before Creating a Lookbook
1. Define Your Aesthetic
Before anything else, decide on the overall look and feel. Light and airy? Dark and moody? Colourful and energetic? Defining your aesthetic upfront makes every subsequent decision — from item selection to location — much more straightforward.
2. Choose the Right Items
Select items that align with your brand identity and the aesthetic you have defined. If your lookbook has a summery, beachy theme, choose products that evoke that feeling. Every item should contribute to the overall story you are telling.
3. Style the Items in an Appealing Way
Styling is where your lookbook comes to life. Keep your brand identity front and centre — the way items are combined and presented should feel intentional and aspirational, not random.
4. Choose the Right Location
Your location should reinforce your brand aesthetic. A minimalist studio suits contemporary brands. A sun-drenched outdoor setting works for summer collections. The location sets the mood before a customer even looks at the products.
5. Take Great Photos
For eCommerce, a great photo means one that accurately represents the item and makes it look appealing. Take close-ups to show details, wide shots to show context, and multiple angles so customers can fully appreciate each product.
6. Edit Your Photos
Even excellent raw photos need editing. When it comes to product photography, ensure colours are accurate (critical for clothing and accessories), lighting is even, and any blemishes or imperfections are removed. Keep your brand identity in mind throughout — lookbook editing should feel consistent across every image.
How to Create a Lookbook for Your Products
Pre-Shoot Planning
Thorough planning is the difference between a smooth shoot and a chaotic one.
- Budget — How much are you willing to invest? If funds are limited, use your home or office as a shooting space rather than hiring a studio
- Creative direction — What look are you going for? Will you showcase a single product range or multiple categories? Is it seasonal or evergreen? Answering these questions defines the overall aesthetic
- Booking — If working with a photographer, stylist, or model, book well in advance to secure availability
- Shot list — Document every shot you need: number of shots, type of shots, specific instructions. A shot list keeps you organised and on track during the shoot
Shooting Your Lookbook
1. Choose Your Location
Keep your brand identity and aesthetic in mind. If you are on a tight budget, set up a DIY studio space at home by hanging a white sheet from a curtain rod to create a backdrop. The key is ensuring sufficient lighting so your products are well-lit.
2. Set Up Your Camera
If using a DSLR, a tripod is essential for sharp, blur-free images. If you do not have one, set the camera on a stable surface like a table or shelf. Ensure your settings are right before you start — test shots save time.
3. Start Shooting
Begin with test shots to check lighting and composition. Consider angles, backgrounds, and framing. Get a mix of close-ups and wide shots to give yourself options during the editing stage.
Using the Photos for Your Lookbook
Once your photos are taken and edited, it is time to assemble the lookbook.
For a digital lookbook, use Adobe Photoshop, InDesign, Canva, or similar tools. For a print lookbook, prepare files to your printer's specifications.
When designing, put emphasis on branding. Typefaces, colours, and image layout should all reflect your business and set your lookbook apart. This is the creative, aspirational side of your brand — make it count.
If you are not sure where to start, online templates provide a solid foundation that you can customise to match your brand.
Professional Photo Retouching for eCommerce
No time to edit your own product photos? With over 10 years of experience and 380+ eCommerce clients, Pixel By Hand offers high-quality photo retouching services designed specifically for online retailers.
Our team of professional editors has worked with store owners across every product category. We handle background removal, colour correction, retouching, and more — ensuring every image in your lookbook looks its absolute best.
Whether you need a quick turnaround on a handful of images or consistent editing across hundreds, we deliver.
Send us your images for a free sample edit — See the difference professional retouching makes to your lookbook photography. Start your free trial.
FAQ
What is a lookbook and how is it different from a catalogue?
A lookbook focuses on lifestyle and styling — showing products in context, worn by models, or arranged in aspirational settings. A catalogue is typically more straightforward, displaying products individually with specifications and pricing. Lookbooks sell the feeling; catalogues sell the details.
How many images should a lookbook include?
This depends on your range, but 15-30 images is a good starting point for most eCommerce lookbooks. Enough to tell a cohesive story and show variety, but not so many that the viewer loses interest.
Do I need to hire a professional photographer for a lookbook?
Not necessarily. With good natural lighting, a clean background, and thoughtful styling, you can produce a strong lookbook with a smartphone and tripod. Professional photographers add value for complex shoots, but a DIY approach works well for many brands — especially when paired with professional photo editing.
How often should I create a new lookbook?
Most fashion and lifestyle brands produce lookbooks seasonally — at least twice a year (spring/summer and autumn/winter). If you launch new collections more frequently, consider a new lookbook for each major release. Evergreen products can work with a single lookbook updated annually.
Can I use lookbook images across different marketing channels?
Absolutely. Lookbook images are versatile assets. Use them on your website, social media, email newsletters, paid advertising, and even print materials. Shooting at high resolution ensures the images work across all formats and sizes.