In today’s world, e-commerce has changed the way we shop, and visuals are key to grabbing the attention of buyers in this fast-moving online space. That’s where e-commerce fashion photography comes in—it's the art of showcasing garments online in a way that excites potential customers and persuades them to make a purchase. At Nova of London, we take pride in being experts in e-commerce photography, and we’re here to share some industry secrets that can elevate your online fashion store.
The Importance of E-Commerce Fashion Photography
E-commerce fashion photography isn’t just about snapping a few quick photos of a garment. It’s about creating a visual experience that tells the story of the clothing, reflects your brand's identity, and convinces shoppers that this is exactly the piece they need in their wardrobe. High-quality photos that capture every detail of a garment can be the deciding factor between a sale and a missed opportunity.
What Equipment Do You Need?
To master e-commerce fashion photography, having the right tools is essential. At Nova of London, we use professional-grade equipment, from high-resolution cameras to a well-lit photo studio that ensures the garments are photographed in their best light. Here’s a basic list of what you need:
- Cameras: Invest in a high-quality DSLR or mirrorless camera to capture the fine details of the fabrics and stitching.
- Lighting: Good lighting is crucial. We use soft boxes to reduce harsh shadows and bring out the true colours of the garments. When deciding on which lighting to choose, it is important to consider the type of vibe and imagery you want to capture. Different types of lighting can drastically influence the colours and mood of your e-commerce fashion photography. Soft box lighting creates a clean, even look with natural tones, ideal for highlighting product details. Ring lights offer bright, balanced light with a fresh, modern feel, while natural light provides a warm, organic vibe, especially during golden hour. Backlighting adds drama or an ethereal glow, while spot lighting creates high-fashion contrasts. Coloured gels introduce bold, artistic vibes with vibrant hues, and overhead lighting produces sharp shadows for an edgy effect.
-
Styling Tools: Fashion photography isn’t just about the garment itself—it’s about creating a whole look. At Nova, we style our garments with coordinating pieces, which helps us cross-promote other products and show how our items work together. Creating a styling wardrobe tailored to seasons and collections is essential for achieving cohesive and visually appealing fashion photography. By curating a wardrobe with versatile basics like jeans, neutral tops, shoes, and accessories, you can easily mix and match these staple pieces with your featured garments. This allows you to showcase a variety of looks while keeping the focus on your core products. For seasonal collections, incorporating items that reflect the current trends—such as lightweight fabrics and sandals for spring/summer or cosy knits and boots for autumn/winter—ensures that your styling stays relevant and appeals to your target audience. Accessories like belts, scarves, and jewellery can add dimension to the outfit, cross-promote other items, and help customers envision how to style the clothing in real life, creating a more engaging shopping experience.
- Backdrops: While we keep things simple, neutral-coloured backdrops (usually white) are ideal for focusing all attention on the garment. White is the most common backdrop colour for e-commerce photography but other soft colours like stone, cream, or beige are often also used.
- Staff: Having the right team is crucial for successful e-commerce fashion photography. A professional model is essential to showcase the clothing in a way that resonates with your target audience, bringing the garments to life. A skilled photographer is responsible for capturing the best angles, lighting, and overall aesthetic, ensuring that each product is showcased accurately. A stylist plays a key role in coordinating outfits, accessories, and creating a cohesive look that aligns with your brand’s vision. For a polished appearance, a hair artist and make-up artist are invaluable, making sure the model looks flawless and camera-ready, while also complementing the style of the clothing. Each team member works together to ensure a smooth, professional shoot that highlights the garments in the best possible light.
Tips for Styling and Highlighting Garment Details
At Nova of London, our e-commerce photography is designed to reflect our role as a wholesale brand, prioritising clarity, and simplicity. We focus entirely on the product, ensuring that every image highlights the garment in detail, free from distractions. By keeping the photography clean and straightforward, we highlight key elements like fabric texture, stitching, and patterns, making it easy for retail buyers to see exactly what they're purchasing.
We pay close attention to capturing the true colours and movement of each piece, ensuring that the online representation matches what our customers will receive. This meticulous approach builds trust and emphasises the quality of our clothing, while also aligning with the needs of our clients who rely on accurate, high-quality visuals to make informed buying decisions.
To summarise, at Nova of London, we emphasize a collaborative approach involving a skilled team of professionals dedicated to showcasing our garments accurately. Our selection of mid-size models reflects our commitment to body diversity, ensuring our customers can clearly see our clothing on different body types. We curate a styling wardrobe that includes versatile basics and seasonal items, enhanced by thoughtfully chosen accessories that elevate the overall look. Lighting is crucial in our process; we utilize various techniques to create warm, inviting images that highlight each piece's unique qualities. By prioritizing these elements, we enhance the visual appeal of our products and create a shopping experience that is engaging, relatable, and tailored to the needs of our wholesale clients.
How Other Brands Approach E-Commerce Photography
Each brand has its own unique style when it comes to e-commerce photography. Take Zara, for instance. Zara is known for its unconventional posing, often placing models in strange, avant-garde positions that defy typical fashion photography standards. While this approach grabs attention and reflects the brand’s edgy, fashion-forward image, it might not be suitable for all e-commerce brands.
Other brands, like ASOS or Boohoo, often shoot in a more editorial style, focusing on trendy settings and bold backdrops. These brands are trying to engage younger, trend-savvy consumers who are drawn to vibrant, urban imagery.
How About Seasonal Campaign Shoots?
Campaign imagery is a vital investment for any brand looking to elevate its visual presence. Unlike standard e-commerce photography, campaign imagery is designed to create a compelling narrative that captures the essence of your brand and resonates with your target audience. These shoots are often more dynamic and creative, involving a greater level of direction to tell a story that aligns with your brand’s identity. This type of photography can be used across various platforms, including social media and website banners, to create a cohesive and engaging brand experience. By showcasing clothing outside of a studio, campaign imagery encourages potential customers to envision how these pieces fit into their lives, driving engagement and inspiring purchases. Investing in high-quality campaign imagery is crucial for crafting a memorable brand narrative that stands out in today’s competitive market.
Final Thoughts...
E-Commerce fashion photography is all about getting the details right. From selecting the right equipment and lighting to carefully styling garments and choosing diverse models, each element plays a critical role in the final product. At Nova of London, we believe in simplicity, clarity, and inclusivity in our photography, always ensuring our garments are the star of the show.
As e-commerce continues to grow, fashion photography will remain an essential tool for bringing online fashion collections to life. Whether you are a small boutique or a larger wholesale brand like us, investing in top-tier photography can help set you apart from the competition.
