Photography News

When it comes to photographing clothing and garments for e-commerce websites and brochures, there are 3 common methods that I’m able to offer to clients. The first is photographing the clothing on a live model with a neutral white (or coloured) background or taken out on location. Then comes clothing taken on a ghost mannequin, also known as an invisible mannequin, to show the garments hanging perfectly without any model or mannequin being seen. The final method is creating lay flat images with the images photographed from above on a neutral white (or coloured/textured) background. To help find the right option for your campaign, I’ve explained each process in more detail below.

Model photography

A big benefit of shooting with a model is that the model can really bring an item to life. A good model who can pose and that has experience in fashion photography can instantly help the viewer imagine how the clothes may look on themselves. In addition, the model can interact with the clothes, highlighting specific features such as zips and pockets which otherwise could be difficult to show with mannequin or lay flat images.

When it comes to selecting the correct model for your campaign, it’s imperative the model both represents your target audience and understands your market. For example, if shooting for a running brand, it may be fine to use a ‘standard’ model for ‘white background’ studio shots if purely garment shots are required. However, if action images are needed, it’s essential these are taken with a model who runs regularly, that has a good running style and that ‘looks like a runner’. If this isn’t taken into consideration, a bad running posture/technique will be instantly spotted by the target audience and the impact of the shots greatly reduced.

When selecting a model and location to shoot, I’m able to offer assistance at all levels. Depending on their experience and if they’re hired through an agency, models can vary dramatically in price and I’m able to help source and recommend models to suit your budget. For studio style shoots, I have a fully mobile background and lighting setup that can be assembled at your premises/location. For studio shoots, I’m generally always shooting with my camera tethered to my MacBook allowing you to see, review and sign-off images live as the shoot happens.

For location shoots, I’m more than happy shooting in any environment, from the picturesque architecture of my hometown in Bath through to the Swiss Alps where I spent 6 years working as an action sports photographer between 2008-2014.

Ghost mannequin, or invisible mannequin photography

Ghost mannequin photography, also known as invisible mannequin photography, has become the industry standard for e-commerce websites where images of just garments are needed.

Using a specially designed e-commerce mannequin, the ghost mannequin is made up of a series of pieces which can be removed depending on the items being photographed. For example, if needing to photograph a hooded top, the hood can be shown up with the front head pieces removed. This allows the viewer to see the inside of the hood as if the clothing is being worn by a ghost (see example images above). It also allows features such as necklines, linings and inner design details to be easily shown.

Working in association with a dedicated ghost mannequin studio, I’m able to offer a full ghost mannequin and invisible mannequin photography service. This includes creating recommended shot lists, managing the shoot and ensuring any final post-production work is produced to deliver you images ready for instant publication on your website.

One of the big benefits of ghost mannequin photography is that the garments are presented in a total neutral way. There is no model to distract from the garment and with the clothes hanging naturally on the specially designed mannequin, numerous products can be photographed quickly and in a truly realistic fashion. With the absence of a model, costs are also reduced as no model fee is required and the ‘isolated white background’ look provides and industry standard image for your website.

Lay flat photography

Lay flat photography has become increasingly popular through Instagram as clothes and products are often displayed in a casual fashion and shot from above against a neutral or textured background. Although eye-catching, this style isn’t ideal for presenting clothing for e-commerce shops as the clothes have to lay flat rather than hanging naturally over a model or ghost mannequin. However, for shots such as labels or details, or if you’re wanting to have a casual feeling campaign (i.e. clothes suggestions for a summer break laid out on a bed), lay flat photography can be an effective solution and can be used to accompany a model and/or ghost mannequin photoshoot.

Booking a photoshoot

To book a ghost mannequin, model or lay flat photoshoot, please get in touch by the contact form below or call me on 07538 05784 or 01225 291414. I’ll be happy to provide a free no-obligation quote and advise on recommendations for your shoot campaign. Please see my photography portfolio for further examples of my work.