One of the bigger responsibilities of a Toronto fashion photographer is helping a fashion designers with their lookbook, the process is completely different from a fashion campaign photoshoot. Large international designer houses such as Chanel, Dior, Prada to your local designers Lucian Matis, Frascara, Wayne Clark, and others. all require a lookbooks of their most recent fashion collections.
These fashion collections are generally made twice a year for fall/winter & spring/summer, in today’s fast fashion environment (depending on the designer) we shoot these almost as often as once a month or two.
The lookbook purpose is to convey the mood of the collection, while showcasing it to potential retail/online buyers. Much like a fashion photography portfolio, these can be presented in print or a digital format.
Much like a commercial fashion photography campaign the process is quite similar in planning, unlike a fashion photography campaign the one of the most important part of photographing a fashion lookbook is a more precise continuity, and the ability to showcase the features of the item.
When we worked with Frascara on their lookbook, their direction for the brand was a bit more moody & romantic for their fall/winter collection. After our meeting we put together the concept, moodboard and schedule and the day ran quite smoothly
We did shoot a few hero/campaign images for the promotion of their lookbook. It’s always great to have those as an option, timing doesn’t always allow for it to be done in one day, but it can help a fashion designer to bring their book to the next level, spending an additional day on it will make a difference.