Lookbook production as long with your samples will take the biggest part of your investments in the beginning. In order to make this investments effective and avoid typical mistakes beginners make, you need to know the basics of log book production. Unfortunately, I know many designers who spend so much money because they either didn't know the average prices on the market for photographers or they hope that they just needed to hire the photographer and he would do everything himself. And they ended up with really poor logbooks. However, it's you who should envision the lookbook come up with an idea and guide your team to execute what you need. In the beginning, you will play multiple roles an art director, a stylist, the producer, this is normal, it's okay really.

So even if at some point you decide to hire a production company, you still need to understand the production process and be able to monitor and control the execution of it. The progress the process of lookbook production is complex, which is why it needs to be structured and organized. I counted eight key stages that you need to go through while creating your lookbook. Here they are first searching for a theme and establishing a story. Second, creating a storyboard. Third, finding the right team and budgeting the shoot.

Then styling and sourcing props, then finding the right location, then signing the release form the actual shooting and editing of the photos and then laying out the catalog. Now let's review each stage separately. As I mentioned before, it all starts with the winning idea. A dream story or fantasy that you as the designer create around your collection. And lookbook gives an opportunity to imagine a situation in which a girl your target customer can find herself while wearing your collection. For example, you can pretend that she's a model that is posing for an avant garde painting, or she's a hippie girl who went on a road trip with her boyfriend.

So the road trip will be the main theme of your lookbook. Of course, they do have the lookbook can be coordinated and connected with the idea of your collection, but in fact, it's not necessary. So you need to come up with a story that will serve as a central theme of your shoot. Some stories can be broad, for example, styles from the 70s or 80s or they can be very specific, for example, based on a certain movie like this granddad's before example. Think about what emotional state you want to create with your little book, joy, happiness, optimism, intrigue, love, interest, surprise, admiration, or maybe distraction. Again, one of the signs that you have a story is when it is interesting for you to study all the details, and review all the shots that complement each other creating kind of a short movie.

Where to find your inspiration, of course, through fashion magazines, seeing different editorials can jumpstart inspiration. Then vintage photographs, movies, art movements, such as art deco pop art, gravity, pop culture, just imagine lookbook that is inspired by Beyonce album eliminate. I can, I can see that actually, again, different music genres like disco glam rock, social groups, for example preppy or again hippie that of course fashion icons, Marilyn Monroe and her lifestyle or Audrey Hepburn, and maybe can select some of her movies, Jacqueline Kennedy, or Lady Gaga. All of them can be a source of inspiration for a theme for your lookbook. So once the brainstorming process begins, I'm absolutely sure that the possibilities becomes endless. Of course you can discuss their ideas with with your photographer or stylist and ask for their suggestions as well.

Some ideas very common, very Commonly used but however think about keep them in mind as well. For example, Grant glamorous gowns worn in front of old buildings that's very typical, very like I would say, frequently used futuristic clothing worn in a junkyard. That's another idea or swimwear on a desert bitch. That's very overused, I would say. But still, you know, in the beginning, you can try to use those ideas and then you will come up with your own it's absolutely fine to copy paste any way that will be your collection and your vision in your interpretation of this idea. Right.

So for example, minimalist clothing in a modern architectural setting. Try it Why not? Yes, it's common. So what but it will be with your collection. Don't forget that you want the product to be the star of the show. So you need a simple background that doesn't distract attention from the item.

And keep in mind that not all ideas should be difficult in execution. Look at this little book by Claudia Lee. She made it very simple and minimalistic. However, there is an idea, texture color's the clothes stand out and grab our attention. So what else do you need? It's interesting, right?

Next stage, so creating a storyboard. The only way for a photographer stylist model or makeup stylist to understand your vision is to see it. Ideas need to be shown in pictures so that there is less room for interpretation. You need to create a storyboard beforehand so that everyone has a visual touchstone of the photoshoot. The storyboard shows the fashion story, nude collars, lighting, facial expressions poses, hair, and makeup that you have in mind. I already mentioned that you need to find a professional photographer for your lookbook please don't rely on your friend who wants to gain some experience and you can do this work for free.

You don't want to risk it and lose your precious time. However, not all expensive professional photographers can do great work either. So always asked for their portfolio and previous work to see their understanding of fashion specifics, and that they can create a story through their photos. You will, you can tell it right away. When they show you their portfolio. You will always see the difference if the photographer understands how to create a story through the images or not.

So you should agree on the story of your photo shoot in advance, discuss the location and props that you that will be necessary. It's better to pre discuss even what poses you need, what type of shots you need, what mood you want to create, and what lights you need and where you want them. The most important thing you need to show the least of the required shots that you want to get at the end of each look. Some photographers may not like it, however, I strongly recommend creating a very specific list of must have shots that you need to get. It may limit the creativity of the photographer and photographers that don't like when you dictate them the exact list of shots but believe me, in the end it will make the process more organized and assure you that you will get the images and angles that you need.

Then hire a professional model, an experienced model knows which poses work best for her body, she can immediately grab the story that you want to deliver, she will help you to deliver your message. A good model allows the photographer to simply shoot and doesn't have to be directed as much. A bad model can really ruin the shoot and become a major distraction in your lookbook. And as I said, a good model good professional model can elevate actually the product. Look at these pictures. On the left side you see a professional model you see that it was, you see completely different aesthetics, right?

Probably the product is absolutely the same, but look, do you feel the difference? That's what I'm trying to convey. Then with hair and makeup, status is pretty easy. You review their portfolio then discuss prices and availability. Then regarding budgeting a little bit, so professional photographers, they charge about 108 $1,800 per day. Of course, you can negotiate it can be 100 1500 a day or so then you will need retouching and that will cost about 15 to $20 per photo, then the price for models it's about, it's between $100 to 120 per hour, and you should calculate that you need probably one hour or two hours will be spent for the makeup and hair styling.

Right and so you have to really calculate all that time. Then makeup and hair hair artist it's about 250 days. dollars usually per model. So if you have two or three models, then you have to again calculate this course. Yes, as I said, the production of lookbook is really it's not a cheap thing. styling.

I would really recommend to hire a stylist Why? Why you may even ask why do I need a stylist. As I already mentioned, styling will make your collection look complete and sellable because a good styling will elevate your collection to the next level orchestrating all of your pieces with accessories and coordinated with your main theme. In fact, in the beginning, you can perform this role yourself if you feel that you have a strong sense of trends and you have a great idea of putting clothing and accessories together. But again, remember styling requires time And you may need to source accessories and some props, buy them and then return them. So I really recommend in order to get some help delegate this work and find a professional who can help you with that.

Location, Location is pretty much straightforward. So you either rent a studio, or you search for for an outside location, but for that, definitely you need a permission and to pay some fee for that. So be prepared and some stylists and some photographers, they will ask if you paid for the permission to work outside. Because to shoot a lookbook you will need a lot of people around you a lot of help and you will attract the attention of people and maybe the police can come so I found myself once in visitation when I was working at the production of the lookbook and the owner didn't pay for the permission. Believe me. It's And not to deal with that.

Then release forms. It's very important to get all the members of your team involved in the photoshoot to sign the copyright release form stating that they allow you to use the images for commercial purposes across all channels, print, internet, etc. Indicate the time period it may be a lifetime period or two, three years. Of course, this may influence the final price however, you should not risk keeping it make make sure that you own all the rights for your images really be on the safe side and ask them to sign this release forms and you can find the templates online it's pretty simple, but they have to sign and give the permission so now you the owner of all the images, then shoot and post production. So you need to create A call sheet call sheet is a document where you put time place and schedule and storyboard of your logbook.

And then you send this document to all the members better two days in advance. So all of them they know what time they should come. What time the photographer should start putting their lighting what time the hair and makeup stylist should come, what time the model should show up at the studio or wherever you do the hair and makeup styling. So, be organized and call sheet will help you to do that. It's very important. It's very professional, it will help you really to organize your production.

Then again, great. Bring the least of the shots that you initially discussed with the photographer and make sure that during the production process you follow this list And if the photographer comes up with some new ideas, definitely you can shoot them as well. But you have to be on the schedule of what you plant as well. Then if you work as a stylist Don't forget to bring stylist kit. So with all the materials and all the stuff that you may need, you know to support your some pins or some steam steamer or something else that you need for the you can you can google styles Keaton really buy it if you feel for your future work, it's really helpful. Then after the shoot, actually, the whole process just starts because you need now to review all your 300 images, select the best one and then go with editing.

Then finally after you get the end Images, you send them to the graphic designer so that he or she can start laying out the lookbook. Of course, you need to discuss all your ideas in your vision in advance, show your storyboards and get some proposals from the graphic designers well maybe they can implement, they can have their own ideas and their own suggestions. Right. So it also may take about two weeks for to produce the design and then to revise. So make sure that you include all of that in the budget in advance. Okay, and now you have your lookbook let's recap.

Now you know the key stages of the lookbook production process. I hope this knowledge will allow you to avoid common mistakes and save your money, time and energy. And remember the secret recipe The oversell blue book contains an idea styling and the professional team.