What a lookbook is for
A lookbook sells the idea of a collection. It shows products styled together, worn, or placed in a room, so a buyer can imagine them in their store and a customer can imagine them in their life. Where a line sheet is a dense order reference, a lookbook is mostly image: one or two looks per page, a collection name, a short story, and just enough product detail to connect each look to what can be ordered.
Fashion brands send lookbooks to buyers and press at the start of every season. Jewelry, accessories, home and furniture brands use them the same way, and so do florists and photographers presenting past work. The lookbook gets attention; the line sheet closes the order. Our guide on line sheet vs lookbook vs catalog explains how the two work together.
What to include in a lookbook
- A cover with the collection name, season and your logo
- A short collection story: inspiration, materials, palette (two or three sentences)
- Large images, one or two per page, edited consistently
- Style names and style numbers on or next to each look
- Colorways or materials shown in each image
- Optional prices, or a pointer to the line sheet
- Credits for photography, styling and location if you have them
- Contact details and how to request the line sheet or place an order
How to make a lookbook with CatalogKite
- Open the maker and choose the Lookbook template. It defaults to landscape pages with a serif heading font for an editorial feel.
- Add your looks as products. Each look gets a name, style number, description and a large image. If a look features several pieces, list the style numbers in the description.
- Upload your images. Use your best horizontal or vertical shots; the layout keeps them large. Images are compressed in the browser for a reasonable PDF size.
- Write the cover. Collection name, season and a one-line subtitle. Add your logo and contact details.
- Decide on prices. Many brands hide prices in the lookbook and send the line sheet alongside; you can switch prices on or off for the whole document.
- Download or share. Export a PDF for email and press, or publish a link that loads fast on phones and lets buyers move from a look to an order.
Start with the sample collection and swap in your own images.
Open the lookbook makerLookbook tips from people who send a lot of them
Edit ruthlessly
A lookbook with 40 images of equal weight is a photo dump. Choose the strongest 12 to 24 looks, put the best one on the cover and the second best on the last page, and cut anything that repeats.
Keep the edit consistent
Same light, same color grade, same crop ratio. Mixing studio shots with phone snaps in one lookbook makes the whole collection look less finished.
Match every look to the line sheet
Put the style number of every piece in the lookbook. A buyer who falls for a look should be able to find it on the line sheet in seconds, not email you to ask what it is called.
Respect the reader's time
Most lookbooks are opened on a phone first. Large images, little text and a reasonable file size matter more than elaborate layouts. If the PDF is heavy, share the online version.
Send it with the line sheet
The lookbook creates the desire; the line sheet carries prices, minimums and terms. Send both together, or use the online catalog link, which can hold the full product details.
Writing the collection story
The words in a lookbook are few, so each one matters. A good collection story is two to four sentences that tell a buyer what inspired the collection, what it is made from and who it is for. For example: "Shore is our summer collection of washed linen and recycled cotton, cut loose for hot days and finished with horn buttons. The palette comes from the coastline near our studio: sand, kelp and late-evening blue." Avoid generic phrases like "timeless pieces for the modern woman"; buyers have read them thousands of times.
Add one line under each look if it helps: the fabric, the fit, or how pieces combine. Keep style numbers in the same position on every page so they are easy to find.
Planning the shoot
A lookbook shoot is easier when you plan the shot list from the line sheet:
- List every style and decide which looks will feature it, so nothing important is left out.
- Group styles into outfits or room sets that tell the collection story.
- Choose one location and one light setup, and keep them for the whole shoot.
- Shoot each look in both orientations if you can, so the layout has options.
- Capture a few detail shots (fabric, hardware, texture) to use as accents.
If budget is tight, our guide to product photography on a budget covers light and consistency with a phone.
Lookbook formats compared
| Format | Pros | Watch out for |
|---|---|---|
| PDF lookbook | Works offline, easy to email and print | File size grows quickly with large images |
| Online lookbook link | Fast on phones, always current | Needs a connection; check image quality on mobile |
| Printed lookbook | Memorable at trade shows | Costly to reprint for each season |
Who makes lookbooks
Fashion and accessories brands use them every season. Jewelry brands use them to show scale and styling. Home decor, furniture and rug brands use them to show pieces in rooms. Florists and event designers use them as portfolios. Browse lookbook templates by industry for examples.