Likened to an artists portfolio lookbooks not only showcase brands collections but aid in their overall success. Distributed to buyers, consumers and even press they are the quintessential way to reach each individual audience and make a lasting impression. As a result of the success they have yielded for many fashion brands through the years lookbooks have become a necessity. Thousands are distributed daily, passing through the hands of prominent figures in fashion leaving many brands wondering not if they should make lookbook – that’s a given- but instead, how to create the perfect lookbook that will get your brand noticed and for all the right reasons.
Create the Perfect Lookbook
When setting out to create the perfect lookbook aesthetics and originality are vital. The goal for every brand should be to have a lookbook that grabs attention and calls out in a pile of its contenders not simply, “Pick me, pick me” but instead ” Hello there. I’m exactly what you’re looking for.” In order to stand out in the crowd, a lookbook must contain a presentation that is aesthetically pleasing and a glimpse into what makes your brand and or collection unique and innovative. We have provided several key steps to follow in order to create the perfect lookbook and proliferate a brands success.
THE BLUEPRINT STAGE
Before creating a lookbook in physical form it is vital to map out a blueprint. Lookbooks come in various formats, therefore, choosing a template that best suits the brand is the first step. Some formats include the most popular format, a book of styled looks, the increasingly favored digital lookbook, a simplistic catalog or the artistic route of a compilation editorial accompanied by an attention-grabbing storyline. You have your format, now you have to choose the featured pieces or collection. What is the brand’s target market? What story should the lookbook tell?
INTRODUCTION
After the blueprint is completed it is time to start the building process. Most brands have a “mission” or what some like to call their brands “philosophy”. Start with a brief introduction at the opening containing that philosophy. This introduction while concise may also contain: the brand’s history, information on the designer(s) and the inspiration(s) behind the collection at hand. This mini-autobiography of sorts is an imperative step, setting the tone for how the audience perceives what they are preparing to view.
PHOTOGRAPHY & STYLING
Arguably the most important part of a lookbook is the photography. Many are introduced to brands for the first time through their lookbooks. So without a doubt, it should obtain a positive and lasting first impression. Choose your photographer carefully. High quality, artistic photographs that compliment the brand are extremely necessary. Model choices are also important. They must not only embody the brand but do justice to the collection. Styling and placement of the pieces are comparably as crucial as the photography itself. It should not only be attention drawing but flow with the context of the story and vision created in the blueprint stage. The styling of each piece should show their functionality along with various angles, giving the viewer a broader look at the pieces.
PRODUCT & COLLECTION INFORMATION
Product knowledge is important to display especially for potential buyers and consumers viewing lookbooks. Display information such as varied fits, colors, fabrics and style names or numbers for future reference. Similar to the brand’s introduction at the beginning of the lookbook, product information should be brief yet informative. The lookbook should give the viewer vivid and detailed descriptions while not leaving them overwhelmed with insignificant information.
AESTHETICS & ORIGINALITY
Creating the perfect lookbook and gaining attention for a brand is based largely on the book’s presentation and distinctiveness. Minimal aesthetics and a cohesive flow are a solid foundation for not only standing out in the crowd but gaining respect as a legitimate brand. The only way to remain original is by executing this undertaking in a 
contrastive way than the rest. Fortunately, it is feasible to do so while still adhering to the basics. Try adding information such as sketches, fabric swatches and even a glance into the design and production process of the featured collection. Along with the content, the disposition of the book such as the paper and text is crucial to its success.
BRAND INFORMATION
Ultimately, displaying brand information is an important step in keeping in contact with buyers and consumers. Brand information should include websites, phone and fax numbers, the address of the headquarters, an email address and any social networks. Once the blueprint is drafted, the vision set into motion and accomplished you have created the perfect lookbook.