Fotografia mody High Fashion – Packshoty marek luksusowych
High-End Prêt-à-Porter fashion photos, which we bezcieniowa.pl have the pleasure of taking for platforms such as Moda Operandi or Farfetch, are no ordinary product photography. It is an art whose primary goal is not only to present the collection technically, but above all to convey its spirit and faithfully show the designer's vision.
Product photo of premium clothes
Customers visiting this type of luxury shop windows are connoisseurs, and designers are artists. It is extremely attractive for them to be aware of having outfits straight from the catwalks of New York, Paris or Milan – unique items that do not go on mass sale. These recipients are not looking for copies of common trends, but want to blaze new trails. Designers, on the other hand, want to create art that no one has seen before, and which is to delight with detail and form.
Challenge: How to sell luxury at a distance?
This is where the key challenge of premium e-commerce comes in: how to sell a very expensive and prestigious product online when the customer can't try it on or touch the fabric. How to use a packshot to prove that the garment is made of the highest quality materials, and the finishes are handmade?
The answer is professional packshots of clothing, which have nothing to do with "mass production". Each creation from a designer is usually different and unique, which requires an individual approach, completely different from that of chain stores.
The process of cooperation with designers in a nutshell
Before we start taking product photos on a ghost mannequin or on a hanger (in the semi-flat-suspended technique), we carefully analyze the collection. We work closely with the designer or the person responsible for the brand image.
In order to perfectly reflect the form of the garment, we first analyze technical drawings (although we are increasingly moving away from this) and – what is crucial – reference photos taken on the model (lookbook). Thanks to this, we know what to pay special attention to and how to arrange the material to, for example, correctly present an asymmetrical, long dress with cutouts and flared sleeves.
High-End Preparation, Execution and Retouching
The technical process is rigorous. Each collection that comes to our studio is properly prepared for the photos: the clothes are hung, cleaned and carefully ironed with steamers, and then precisely fastened to the mannequin.
During the session itself, the distribution of clothes and styling are discussed on an ongoing basis with the person responsible for brand marketing, who has a detailed style guide. The whole process takes place remotely – we present several variants of clothing presentation, from which we jointly choose the most optimal one.
Only after performing a session consistent with the art of product photography, we proceed to advanced post-production: processing, shape forming (symmetrization) and retouching, which brings out the nobility of the fabric. The final settlement takes place only after the material has been fully accepted.
Summary
Photography is an art for us. It is no coincidence that our photos end up on such prestigious platforms as the aforementioned Moda Operandi. Years of practice in product photography, contact with high fashion and a well-developed model of remote work allow us to meet the expectations of even the most demanding designers.
