You might be asking yourself, what is a look book and why do I need one in my life? Well! A look book is typically created for a fashion designer and is comprised of a collection of photographs that showcases the designer's new collection while reflecting their brand's identity. These carefully curated images provide potential customers with an aesthetic look at the wearability, styling, and story, of the new garments in the designer's collection.
I connected with Nashville based designer, Cybelle Elena, through our mutual friend, Miriam Speyer. Cybelle creates designs that are statement pieces that evoke energy, wearability, and are often times as unique as the person who wears them. Cybelle had been working on a new collection and was looking to highlight her pieces in a bit of an editorial way. During our planning of the shoot we discussed Cybelle's needs, her vision, and how we can create something contemporary and creative.
The collection has an approachable luxury resort feel and we were able to utilize the showroom where Miriam worked as our location. The space, Masaya Co., is located in the L&L Market just a few minutes outside of downtown Nashville. Masaya Co. is becoming the world's first full sustainable furniture brand. Their 'Seed to Seat' business model features unique furniture pieces that are handcrafted entirely from trees grown in reforestation projects.
We budgeted approximately 4 hours for the shoot and photographed nine looks. Each model was asked to do their own hair and makeup for the shoot, but were given guidance by Cybelle on what that would look like.
From a photography perspective, I wanted to embrace the space we were in while kicking things up a notch by adding in artificial light. Could I have photographed this look book with all natural light, sure! Would it have given me the look that I wanted? Nope! I did however mix the ambient with the artificial to create a bit more of an editorial flair and keep the focus on the outfits and the models. Using flash also allowed me to keep the lighting looking consistent for all of the looks. The sun was going behind the clouds during our session but by incorporating the flash that inconsistency didn't affect us and we were able to stay on track. For all of the photos I used a two light setup. My main light was a Godox AD 300Pro modified with the Manny Ortiz Switch Beauty Dish. I did keep the deflector plate in the beauty dish and used the diffusion fabric as well. My second light was a Godox AD 200 Pro that I used as bounce to fill in some shadows or provide some separation between my subject and the background.
While this hasn't been so much of a step-by-step "How To" guide per say, the below items are things that you want to keep top of mind when building a look book for your client.
THEME
This will usually come from the designer but can also be collaborative, like it was for me with this shoot. Building a theme and staying consistent with it during your session will keep things cohesive while still allowing for your creativity to shine.
BUDGET
This one varies ... a lot! When compiling your budget, if you are producing the shoot, you'll need to consider location, model rates, hair and makeup artists, stylists (if the designer isn't doing their own styling), catering, etc. Budgets can be pretty hefty or at times no existent. It's important to communicate with the designer and manage their expectations.
LIGHTING
This kind of ties into the theme a bit. Does your client want something super natural and airy or something more editorial with harsher light and contrasting shadows? Being prepared and knowing the aesthetic of the shoot, along with the end goal, will help you properly prepare what gear you'll need to have with you on set
USAGE
How will your images be used? Are they strictly going to be online? Will the designer use them for print materials to help promote the new collection? These are great things to consider prior to the shoot, so you know if images need to be cropped for a certain format or how they will be used for promotion.
Working with a fashion designer to photograph their collection for a look book is a great way to highlight your creativity as a photographer and to help you showcase the work that you want to get booked for!
MODELS
Andi Marie Tillman
Elisabeth Donaldson
Miriam Speyer
Ashley East
Megan Streeter
EQUIPMENT
Godox AD 300 Pro
Godox AD 200
Manny Ortiz Switch Beauty Dish
Sony a7iii
Yay! New gallery added
Click on "Manage Gallery" to add images