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In 2016, ‘LOOKBOOK’ became one of the most searched fashion related terms on the internet. The rise of the independent fashion blogger and an explosion of new clothing labels on to the market thanks to the worldwide boom in online shopping has brought fashion, modelling and style to the front of everyone’s minds. Fashion has become a way of life for the young, able to share their unique looks and styles daily and become icons and trendsetters amongst their followers. Designers, photographers, models, stylists, bloggers and brands all help create this immersive world showcasing their ideas and fashion styles. The lookbook has become the essential communication tool in this sector. Distributed to customers, press and buyers, lookbooks are a creative means of sharing new ideas, your brands core values, styleguides and important contact information.

In order to stand out through the clutter, your lookbook must be both aesthetically pleasing as well as a glimpse inside your brand; what makes this particular collection innovative and unique? 1800-Printing are experts in lookbook printing and fashion catalog printing; here we discuss a start-to-finish process of creating perfect designs for lookbook printing.

The Lookbook Printing Blueprint Stage

Before you embark on the creation of your lookbook in it’s physical form it’s important to map out a blueprint. Lookbooks are available in an array of sizes and formats therefore you should start with a template that best fits your brand. These formats include: a book of styled looks (which is the most popular format), a simplistic catalog or the more complex and artistic direction of a compilation editorial coincided with an attention-grabbing storyline. Once you’ve settled on the form your lookbook will take the next important questions are; which items/collection will be featured? What is your target market? What story is the lookbook trying to convey?

Fashion Lookbook Design
Source: Ridho

The Introduction

Once your blueprint is mapped out it’s time to start creating the physical book. Typically, brands will have a “mission statement” or philosophy page – a brief introduction at the beginning to introduce your brand. This introduction can contain the brand’s history, inspiration about the collection and information about the designers. It’s an imperative step, setting the tone for how the reader percieves your brand and the collection.

Fashion Lookbook Design
Source: Adidas

The Style & The Photography

The photography is without a doubt the most important part of your lookbook. Many people are introduced to brands for the first time through these lookbooks so be aware that it will make a first and lasting impression about your brand. Choose a photographer wisely. High quality, beautiful shots that compliment your collection is what’s needed. The next thing to consider is your models; this should be a selective process. The face and body needs to compliment your collection, and your photographer should be able to compliment their features in the shots. Your shots should draw attention but also flow within the context of your lookbooks story and vision. The styling should showcase the functionality of the items; various angles will help this.

Fashion Lookbook Design
Source: Benjamina

Product Information, Specifications & Details

Keep your product information clear and concise. Each shot should have specific labelling of the item and specifications – be it sizes, materials or product numbers. A reader is not able to see these items in person so a lookbook should give them a clear enough description and information so that they can make a significant decision about this product.

Fashion Lookbook Design
Source: Sofia

Think About Originality

Creating the perfect lookbook is largely about the presentation and it’s distinctiveness. Think aesthetic minimalism and cohesive flow. Help your brand stand out from the crowd but also prove it’s legitimacy. Be original. You can still create an original campaign by sticking to the basics. To achieve originality try adding things unique to your products like sketches, fabric swatches or photos from the creative and design process of the collection; items that only YOU have access to. While these things might seem somewhat insignificant, they can help to truly make your lookbook stand out and garner attention.

Fashion Lookbook Design
Source: iO SS-15

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