How it works
Before the season a brand photographs the whole collection: each look from the front, sometimes also from the side or back, on a plain background. The lookbook goes to store buyers and journalists so they can see the whole collection in one place.
For the model it is often a long day with many changes: dozens of looks in a few hours. What matters is changing fast, holding the same pose and mood, and not overpowering the clothes with your movements.
Lookbooks are steady work for new and commercial models. They are paid by day rate, and usage is normally limited to the brand's own channels.
In practice
A Lithuanian brand shoots its autumn lookbook: 40 looks in one day on a white background. The model changes every 10–12 minutes, and each look is shot from the front, the side and in motion. The collection goes out to stores and journalists, and the best frames later appear on the brand's website too.
What to watch for
- Wear seamless nude underwear.
- Bring neutral shoes in case the client has none.
- Ask whether the pictures will also be used in the online shop.
Related terms
Frequently asked
01How is a lookbook different from a catalogue?
A lookbook presents a collection to buyers and press; a catalogue sells products to customers.
02Is lookbook work good for a portfolio?
Good lookbook frames are, especially for a commercial portfolio.