Lookbooks are the perfect way to demonstrate your brand’s aesthetic, as well as showcasing your product. Whether it’s clothing, makeup, accessories, or even something more abstract, creating a lookbook really brings your brand to life. Entrepreneur Makeda Matheson shares her tips for creating a lookbook that showcases your brand.

What are the first things you do when creating a lookbook?

I look at the collection and what i was trying to say when i was creating it. This year it was trying to articulate the mood and feel the brand should evoke, and explain why we say 'LoungeLux' so much across our communications; we want people to lounge around feeling luxurious in our cashmere knitwear.

How do you come up with the concepts?

Because my brand has such strong points of reference and inspiration, we use that as a starting point. Ruffs are a key feature on our pieces, so we made a series of exaggerated ruffs for our AW16 shoot. Bright colours were also used to set the 'mood'.

Who else do you work with to create the final lookbook – designers, photographers, models?

I'm lucky that I have a background in set design and fashion, so a friend of mine works up a full creative knowing my intentions, tastes etc; she then helps with sourcing props and shoot planning. I work with fashion photographers often through recommendations - Xanthe Hutchinson worked on my last shoot.

Makeda Matheson
Makeda Matheson

A make up and hair artist is really important to make sure the model (agency, sourced from the new faces boards) looks polished and 'on brand'. Finally a graphic designer pulls it together in a printable doc and web version. This is the most popular way for me to send to press, potential stockists etc.

How long does it all take? 

From planning to conception and rolling it out takes about 3-4 months, so by the time it is done, we start planning the next shoot.

What do you use it for?

A lookbook is really important for helping potential stockists and customers understand the brand and also a strong photoshoot will make your brand more appealing to press who often use shots directly from it.

What businesses do you think can benefit most from a lookbook?

Fashion and interiors companies - businesses that are selling a product that feeds into a lifestyle or needs to be showcased for the consumer to understand why it is worthy of their purchase.

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