As the fashion industry has grown fiercely competitive, it is important for designers to distinguish themselves in every possible way. Look books have evolved as an essential tool for brands to sell their identity and aesthetic. Take Miss Unkon, as seen below; every editor, buyer and stylist is left enamored after viewing images from the "Love is like a Dreamland" look book because it depicts the designer's inspiration through a visual story line that is as romantic as the collection itself.
A look book is a marriage of inspiration and information. The initial duty of a look book is to catch the eye of an editor, buyer, or stylist by allowing him or her to experience the collection without actually seeing it in person. The designer's creativity must flow from the images within and connect to the viewer. An effective look book engages its audience in a sensory experience: showing the way a collection feels, presenting its color palette, and stirring emotion; thus, becoming a tangible representation of a collection that might not be tangible at the moment of viewing.
A look book also serves as a refresher; a reference for an editor, buyer or stylist who has seen a collection prior and needs to revisit it again through images. Thus, any and all vital information about each garment that a fashion industry insider requires must be present in the look book. Bear in mind that all contact information contained in a look book must be respective to the geographic region in which it is being distributed.
A solid look book has the potential to catapult a designer from obscurity to notoriety. The primary challenge in the long-run is to maintain progressive creativity in each and every look book. Over the span of a designer's history, look books should build upon one another to mold and develop a brand's identity. Note: if that identity is strong and developed, devising a concept for the shoot will be effortless and executable even on the smallest of budgets.
Melt is in the midst of creating a look book that does all of the above for a new client. Stay tuned to see behind the scenes look on how we put the entire process together to make an impact with the final product.
