How to Create an Online Lookbook

If you have a fashion, design, or lifestyle company, you will need a lookbook to build up your brand. A lookbook can act as a portfolio for the collection of the season. You can make a lookbook, print it, and distribute it to shops in person, so that it can be used as a catalogue.

However, an online or digital lookbook is perfect if you want to engage with potential customers. By making the lookbook accessible and shareable, you'll get free marketing as the audience comments on it and pins it to their Pinterest account, for instance.

In order to create a lookbook for your company, first of all you need to have a logo and a creative line. Everyone working for the brand should be on the same page: you all must know who your target audience is and develop strategies to reach it. Consistency in branding is key to making your lookbook memorable.

In a lookbook, the clothes or accessories are seen in context, which helps the audience relate to them and imagine themselves using the products. Therefore, your lookbook must have "shoppable" looks. Below the picture, or when hovering over it, the customer should find a list of the products and how to get them. This interactive element enhances user experience and can drive sales directly from the lookbook.

When creating a company lookbook, it is especially important to establish who holds the rights to the pictures and who can use them. Clear agreements can prevent future disputes and protect your brand's image.

If you're a fashion blogger, the purpose of your lookbook is slightly different. Your goal is not to sell the products, but to build up your image and projection as your own brand: your lookbook will become your online portfolio.

Your audience will look at your lookbook to discover your tips on how to wear a trendy item and find out new ways to combine items. To connect with this potential audience, it's good to be personal and explain who your fashion icons are and your goals and ideas. Sharing personal anecdotes or inspirations can make your lookbook more engaging.

Since creating an individual lookbook is less risky than spending lots of money on a catalogue for a company, you can benefit from a crafted, DIY approach, as if you were making your own zine. This approach allows for more creativity and flexibility, and it can make your lookbook stand out from the rest.

No matter if you're making your own lookbook or one for an established company, the basics on how to design it are the same.

1. Write a short introduction to your brand. What is your philosophy? What do you care about in fashion? What is the collection of looks about? If you can build a story or a narrative, all the better. A compelling narrative can captivate your audience and keep them interested in your brand.
2. Play around with templates. Sketching them by hand first is very useful to get to work with a clear mind. Pictures that take up a whole page are perfect to illustrate context and transmit a story, while grids and pop-ups are good for clarity. We recommend mixing long-distance pictures that show the whole look with detailed photos that help the audience get a sense of the texture of the fabrics. You can also consider a multimedia approach: what about videos or gifs? These dynamic elements can add a new dimension to your presentation.
3. A lookbook must be informative above all. The contact information, names, and prices of the products should always be easy to find. We recommend adding a personal, fun touch to the product descriptions so that the viewers spend more time on your lookbook. Engaging descriptions can enhance the viewer's experience and make your lookbook more memorable.
4. Choose a format. Do not go for the easy option and use pdf for your online lookbook, because nobody is going to download it. Instead, use software like Publizr, ISSUU, MagCloud, LookCast, FlippingBook, or LucidPress. Research the different options. What you want in a lookbook platform is that's easy to scroll and navigate, that it's shareable, and that each page is indexed and searchable through engines like Google. If you don't have the time or the skills to use specific software, just upload your lookbook pictures into a Pinterest board. Don't forget to use descriptions, categories, and tags. It's useful to pin other people's outfits to your boards. By curating and organizing your content effectively, you can drive more traffic to your lookbook.

When in doubt, an online lookbook should be designed with cohesiveness and simplicity in mind. This is about the clothes, not about your graphic design skills. A clean and cohesive design ensures that the focus remains on the fashion items being showcased.

Now that you have everything, it's time to get the actual pictures for your lookbook!

1. Decide on a budget. Do you need to travel? Do you have access to a studio? Will you need to hire people to take the pictures? You need to think this over before starting to work. Budgeting is crucial to ensure that your lookbook project is financially feasible and sustainable.
2. Plan the shoot. Take your time coming up with ideas and looking for inspiration. It's always easy if you choose a theme and build moodboards around it: take into account what your audience likes and aspires to, and play to those aspirations in the pictures. A well-planned shoot can enhance the overall quality of your lookbook and make the production process smoother.
3. Look for help and start booking or hiring people. Maybe you only need a friend to lend a hand, but some lookbook shoots require models, producers, stylists, etc. If you're not an experienced photographer, get in touch with a professional. They will know how to build a narrative and what details and elements to showcase. Collaborating with experienced professionals can elevate the quality of your lookbook.
4. Specify the pictures beforehand. A shot list is very useful so that everyone knows what you're looking for and so that you don't stray from the theme or budget. Having a clear plan ensures that the photoshoot stays on track and efficient.
5. Start shooting! Bring safety pins for any last-minute touches, and don't forget to play music in the background and keep everyone comfortable. A positive and relaxed atmosphere can lead to more authentic and appealing photos.

This is how to create an online lookbook to kick off your career in the fashion world. Do you have any tips or experience on the matter? Tell us in the comments section!

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