Decide what the lookbook has to do
A lookbook published into a community feed has one job: it should answer the questions a member cannot ask. Which fabric is this, how does it fit, what size is the model wearing, and how should it be washed. Decide this first, because it changes what you shoot.
Prepare the images before the words
- One clean full length image per look, on a plain background
- One detail image showing stitching, hardware or fabric texture
- One worn image that shows movement and how the piece sits
- Optional flat lay for pieces whose cut is hard to read
Keep the set consistent across the season. Members scroll through many lookbooks, and a consistent set reads better than a varied one.
Write the captions for members, not for search engines
Each caption should name the piece, the fabric and the fit in plain language, then add one line about how it was made or why it exists. Credit the photographer, the model and anyone whose work appears in the images. Credits are part of the lookbook, not an afterthought.
Answer sizing and care before the comments arrive
Put the size chart, measurements and care instructions on the designer page, and link the lookbook to it. Sizing is the most common question, and care is the second. When both are already answered, the discussion moves on to the work itself.
Publish on a day you can be present
Publishing starts the conversation, it does not end the work. Choose a day when you can reply to comments within a few hours, and hold a short window each day for the first week afterwards. If you would like the community team to review a lookbook draft before it goes live, send it to us first.