I don’t shoot all of our lookbooks, but when I have the time and feel like I’m riding in on a great idea, then I’ll take the opportunity. There are so many ingredients that go into pulling off a successful lookbook (Outfits need to be styled, models need to be recruited, location needs to be set, photography and lighting equipment needs to be rented, weather needs to play nicely) – for me, the most important thing is to start with a strong, cohesive story. A close second is properly showcasing the apparel and accessories and to successfully communicate the theme or direction of that season’s collection. Third is doing it all with little budget, to inspire the thought that good photo essays have less to do with money and lavish production and more to do with a tight narrative.
On Friday, we hauled up to Santa Barbara to shoot our Summer 2014 campaign, to debut in the Summer issue of The Hundreds Magazine and right here on our website in a month or so. Until then, consider this an appetizer: