If there is only one instrument that you need to develop and spend most of your budget on, that would be a lookbook. And lookbook is one of the most important sales tools. Having a lookbook is a rule if you want to look professional, I would say it's a must have for any fashion brand. It shows whether you understand the rules of the fashion industry or not. Don't think that you need a lookbook only from buyers. If at some point you decide to pitch fashion magazines and editors, the very first thing they will ask you is to send a lookbook so a lookbook is a creative presentation of your collection.

It expresses the mood and the key message of the collection. It lookbook looks like a booklet or a catalog with professional product shots and close ups here and everywhere. I will stress the importance of hiring a professional photographer and the professional model. You have no idea how many Beautiful collections looked ugly and cheap. Because either the photographer couldn't catch the moment or the model was just the best friend of a designer. Unless your best friend as a professional model, don't try to save money here.

At the same time, I saw a lot of collections that were rather average, but professional models, lighting and styling elevated the collection, making it even more beautiful and appealing. Nowadays, you should have a lookbook both in print and digital formats. Digital ebooks can be done in PDF format, and you will send it to buyers via email. Printed glue books are needed if you participate in trade shows, make sales visits to stores or when you're invited to a meeting with a buyer. So every time you have personal contact with the decision maker in the store, you want to show them the printed lookbook quick tip here when you print into lookbook don't print out more than 10 years, sometimes five is enough. In the beginning, you won't be more than that.

However, make sure that it is printed on good quality paper with high resolution images. Again, it should have a very professional look. As I said a lookbook is the presentation which should answer the following questions about your collection. What for whom? And how to style how to wear, what means what items in your collection to have dresses, skirts, pants with swimsuits, what occasions are they for work, leisure or a night out? Always remember that the main focus of your lookbook should be on your product, not the models graphic elements or outside environment.

For whom means who is the target audience of your brand. What is her lifestyle live Through the lookbook we should immediately recognize the image and the character of the girl that would wear it is your girl romantic, joyful and fun he or she is a mature professional who wants to look elegant and ambitious. How to wear in the lookbook. A designer offers his or her vision of how the items from the collection can be styled. Basically in the lookbook you need to show the completed outfits styled with accessories. I would say that styling is a very, very critical part of any lookbook styling is something that helps your collection look completed and trendy and therefore sellable.

A great collection is often lost in the absence of a good stylist. Don't make this mistake. Please hire professional stylists to help you elevate your collection and I will talk more about that in this session and production. fashion designers are very creative people. So sometimes they may forget about the main purpose of a tool such as lookbook so what is the main goal of a lookbook? Think about it.

Well, the main goal is to sell who is the person who's the first person that you will sell to, of course a buyer. Always keep that goal in mind when you work on your lookbook now let's talk how to make a sellable lookbook. In order to sell a lookbook should evoke emotions such as Oh, that looks interesting, different original. I've never seen that before. These emotions cause the feeling of possession and that's what you are looking for. I absolutely believe that behind any sellable lookbook you can find an idea, an idea that always creates a story around the collection, something that you want to discover, analyze and review in depth.

The story can be short or long, but it always stimulates our minds through atmosphere props, colors and expressions on the faces. The story always translates certain vibes that will make us remember it. Let's look at a few examples and analyze them. So this is the holiday lookbook by a miamian brand, Alexis, what story does this brand want to tell us? What was the inspiration? Apart from the beautiful pieces?

Why is it interesting to look at them? Think about it. So if you remember the paintings of the 17th 18th centuries, then you will mmediately recognize the similarities. Each photo from the lookbook looks like an old painting with its rich colors and textures, even the same manner of lighting, all focus on the center on the dress, the product pops up. And all the prompts are just the supporting elements that add more richness to the entire picture. So what's the creative idea of the lookbook?

Here? Yes, to make each photo as a painting, and as they deliver the message that each item in this collection is a piece of art. And that's why the average price of this brand is between 700 to 800. Now let's look at this example. Of course of this latest Spring Summer Collection, you can tell that this lookbook has much more moderate budget versus the previous one. But what The main idea here minimalism and color story right?

How well they color coordinated the background with each piece. Do you see how well they accessorize the collection? As a result, we get a story of a young, fresh and romantic girl on a lovely spring day. We can imagine her rushing for a date or preparing for a presentation date her work. The lookbook addresses all questions What? And we see all the pieces on the counters background that enhances the product, who will see a young and elegant professional in her 20s we see how the pieces can be styled.

Simple. Yes. Neat work. Yes. Interesting. I would say yes.

What information do you need to put in your logbook? just basic formal descriptions of the items for example, creep, tunic dress, or long sleeve tank, something short but sweet, then a short bio of your brand, either in the beginning or at the end of the lookbook, then your website and then of course contact information and social media information. Usually it's better to put it on the last page or the cover of the lookbook. Important notice for every season, you have to create a new book. So this is something that you have to budget in advance. Now, let's recap.

During this session, you learn that lookbook is a marketing tool for your brand, and its primary goal is to sell your collection. Always remember that the lookbook should address the following questions What you sell who you sell to And how to wear what you sell. Also, you learn the recipe of a sell, sell Blue Book, find an idea, style your shoot and hire professional photographer and models. Don't try to save money on the cruise. That's my advice. If you follow this recipe, I'm sure you will be able to produce a good lookbook that will sell your collection by itself.

In the next session, I will give you a step by step guide for how to produce a lookbook that will help you save your time and money and avoid typical mistakes emerging designers make while producing their first lookbook