W
hat is a Lookbook? Well, according to the Oxford
• Concentrate on what´s important to Coherence and comprehension don’t
communicate: What is the lookbook
Dictionaries, a Lookbook is
limit its presence to the material and
selling? Clothing? Then show it. Elab-
a set of photographs displaying a fashion
evolution chosen, accomplished by a
orated pictures are amazing, but can the
designer’s new collection, assembled for
designer.
customers see the pieces of the collection
marketing purposes.
in the middle of all the props? It has to be, it needs to be, the
So you might have the best pieces, but it doesn't matter if you dont know how
thread that holds the coming together
lookbook: Make the brand identifiable, and
of an idea.
that doesn’t have to be placing the logo all
to show it off. When I’m going through collections to comment about, everyday,
• Marketing is the main goal of the
around the lookbook, but having the ability Because after all, that's what's be-
to make the client recognize the brand just
I have to choose what I consider to be the
hind a collection: an idea, such a loud
by looking at the clothing or maybe even
coolest, and best.
conviction, that it has to be sewn up
the style of pictures taken.
together for people to walk in it. So what helps me to do that according to my criteria? Lookbooks.
An example of a lookbook meeting So what makes a lookbook memorable?
Every little detail of the clothing line should pair off to the product and the
all the criteria mentioned above is the Larose Hats (http://www.laroseparis. com/), a personal favorite.
• Having a defined target: Knowing
production of the line: all from location
who the collection is for is going to
to the model, the styling, and who's
determine how you are going to present
going to take the pictures.
the lookbook.
Simplicity never fails, and it usually goes with elegance.