How to shoot a Brand Look Book By: Imani W.
A Look Book is a set of cohesive images that properly highlight the clothing brand and the overall aesthetic of the products they are selling. There are several different things to consider when trying to shoot a Look book such as communicating with the brand itself or the person spearheading the concept, creatively coming up with the right ideas that represent the brand, figuring out the clothing for the shoot, executing the shoot and editing based on the aesthetic of the brand.
When communicating with the brand or the person in charge of the clothing, its important to discuss who the brand is and what they represent. This will give you ideas of the best way to shoot the clothing. Find out who is the target market for the brand as well as how they will be selling the clothes.
As you come up with ideas for shooting the brand, its good to run them by the people who are responsible for the brand to make sure they like the concept. Its good to find ways that will make the brand stand out. This is good for the brand as well as for you because it shows your creative artistry.
The brand will provide the proper clothing but it may your responsibility to figure out who are the best models to wear the clothes. Understanding the style of the brand is key in doing this. Who tends to buy the clothing and what do they look like.
So now you have found the right models, location, overall concept, and now its time to shoot. When shooting, one thing to remember is to take your time. Assuming that you already understand how to work a camera and settings, your primary focus needs to be bringing the concept to life. Work with the model, talk to them while your shooting, to let them know if they need to change positions or facial expressions. Be relaxed and don't be afraid to push the limit a little. For example if you come up with a cool idea while shooting, go for it. You can always figure out if it works out in post production.
Now you are at the final stage of completing the look book and now its time to edit. Strive to edit with the product and brand in mind. Does the overall aesthetic of the brand look more saturated or desaturated? Does the brand tend to visually show more warmer tones or cooler tones? These are some of the questions you should ask yourself while in the editing process. Some colors may need to be highlighted more then others depending on the product. One thing that I believe is important when editing as well as shooting is to make sure you incorporate your own style. This brand chose you to shoot the look book because they like your style. Make sure you show it it.
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