Benjamin Eidem for Michael Kors Spring/Summer 2016 (via The Fashion Spot)
By: Kara Ladd
A designer’s lookbook is a set of styled photographs displaying a fashion designer’s new collection. Not only is a lookbook important for a brand’s marketing success, but it is an outlet of creative inspiration for the designer. They have full authority to relay to the buyers how they personally picture how their clothes should be styled and portrayed to the public. Creating a lookbook is often very stressful as it is sent out to the most renowned editors, buyers, bloggers, and influencers in the industry. The constant design process and stress to produce collections at a rapid pace also adds to the anxiety of creating an aesthetically pleasing lookbook.
Brands are gearing away from physical lookbooks, due to a rise in sustainable and digital innovation. Programs and applications such as Adobe are utilized frequently, but there isn’t a seamless platform of collaboration and communication that is timely. What if you are shooting your lookbook in France, but your marketing team is in New York? Yes, you can easily email the photos after the shoot, but then there is the hassle of a communicating via a lengthy email chain. Hypothetically, if you were to take your lookbook photos on your iPhone utilizing Last Look, you can edit and approve the photos during the shoot! Obviously, there is a lot more thought that goes into it, however, the point is Last Look can help weed out the inefficiencies when creating a lookbook. All team sectors (design, photography, social, marketing etc) can easily weigh in on what photos they believe look the best. Spring/Summer 2017 collections are right around the corner, maybe it’s time you give Last Look a try!