The online or digital lookbook has been a staple for fashion retailers to showcase new collections through images to convey a story or a "feeling," behind the collection.
The two most important elements are the photography and the carefully considered styling. A brand that is a personal favorite of mine and that I think perfectly executes is Lazy Oaf. It is a London based streetwear apparel company known for their colorful, whimsical and cartoon-focused designs. They claim to have an element of "weirdness" to them and while that might seem off-putting to some, I very much enjoy the format of their lookbook.
As you can see, Lazy Oaf carefully took the time to photograph each model in a different setting. A lot of retailers might just photograph the model wearing the new clothes from the collection with a simple and plain background but Lazy Oaf draws attention to the fact that this lookbook implements a carefree and laidback lifestyle.
In terms of how it stands useful to consumers, Lazy Oaf also links their pictures to the items the model is wearing which makes it easier for the consumer to shop.
Selling fashion wouldn't be the same without lookbooks especially for e-commerce only retailers. They really have leeway to create creative and interesting advertisements to stand amongst competition. Though these are advertisements, retailers such as Lazy Oaf don't make it seem like such an instead, the purpose of lookbooks is to convey an artistic image or theme in hopes of inspiring their customers.
Check out Lazy Oaf's lookbook and store here
I did mine on Lazy Oaf, too. I personally very like this brand because they are so funny. Their lookbooks are just like their brands: clean, simple but interesting enough! I enjoy the way that they only use photographs and there are no words at all!
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