Layout 2 - The Fashion Designer Guide

Q. Not all ‘Look Books’ are created equal – what advice can you give for
creating the ‘perfect’ book that gets the attention it deserves?
A. Look books must above all reflect the brand’s DNA, so that their look and feel can proudly
represent the company. I like polished, sleek and simple look books that enhance the products rather
than demonstrate too much work or technique and give too much information. Look books must make
people dream and want to find out more about the collections and not feed them with too much
impersonal information.
Pascal Nuzzo, Head of Design Leather Goods and Accessories – Temperley
A. A look book is not about the brand or the designer; it is all about the target audience. Pin-pointing
what will appeal to your target customer and this should set the tone. Compliment this with good
photography and inspirational imagery and finish by presenting the product in a clear and
concise manner.
Louise Shill, Senior Footwear Designer - Shoe Geek
A. A look book should be well planned - and it should be consistent, with a strong theme. That being
said, it is important that the clothes don't get lost, and that they remain the focus of the picture.
The book should also focus on the strongest looks - quality over quantity.
Saloni Sethi, Designer/Design Director, Independent, High-end luxury
Q. How do you produce a press kit that will really stand out and what
should it include?
A. You should firstly concentrate on producing a set of pictures that clearly illustrate your designs.
Choose a good photographer, well respected stylist, hair and make-up and model who will together as
a team help to bring something to the photos and create something that is cool, directional,
eye catching, unfussy and appealing. It is worth spending time and money on this as you really want
to make a lasting first impression and something that will catch editors attention.
There are so many press releases sent out every day and you really want to produce something that
will stand out from the crowd. As well as the photos the design and layout should be clear to read, with
cool graphics, clean and easy to read. You don’t need paragraphs of text as the photos should speak
the loudest message.
Miranda Almond, Fashion Editor, Vogue
A. A strong press kit comes from having a strong look book and a strong vision. It’s best to avoid
anything too gimmicky in your press kit - just keep it classic with some information about the brand,
a look book, business card, and any previous press exposure.
Saloni Sethi, Designer/Design Director, Independent, High-end luxury