How to style and photograph casual wear on a model for e-commerce

We share best practices for styling and shooting a model wearing casual clothing for your web store 

Equipment used: StyleShoots Live. Discover more here.


Casual clothing is all about being comfortable and feeling good while looking good. Casual wear photoshoots should reflect that. Photographs typically tend to highlight the comfortable yet stylish nature of these types of garments. 

This guide is dedicated to sharing tried and tested techniques that will help you organize and execute a great casual wear photoshoot. 

What you’ll need

We cover the following stages

1. Lighting and photographs
2. Styling and preparation
3. Example shots 


1. Lighting and photographs

You can put your model and the products you're selling in the spotlight by creating a nice even light on your set.  

Set up the lighting

The background light should not be too dark. Your main, key light should be aimed at the model, lighting them up. Front light can be at a similar brightness level as the rest of the lights - not too dark. 

Pop your exposure

You can increase the exposure just a tiny bit. Once you’ve done that, make a test picture so you see if that fits the lighting effect you’re after.

If you’re happy with your lighting, then simply continue the photoshoot and focus on consistency in your pictures.

Don't be afraid to pop that exposure!

Don't be afraid to pop that exposure!


2. Styling and preparation

The key factors to focus on here are: good presentation of the garments, efficient communication with your model and going over your work. 

Crease-free look

Check the clothing items for any imperfections and make sure everything looks as presentable as possible.  

Put everything in order

Pull down the trousers if needed. Straighten all pieces of clothing that require that. Polish shoes if there are any spots on them. Tie shoelaces. Tailor the clothing to fit the model. 

Pay attention to the smallest of details - it makes a difference.

Pay attention to the smallest of details - it makes a difference.

Get the model ready for posing

There are certain shots you have in mind. Direct your model to get the images you’re after. However, make it a point to trust your model with what she or he is doing.

Give guidelines, don't dictate

Give your models enough freedom to do the poses they feel are best by providing guidance rather than pressuring them to do exactly what you've imagined. Be more flexible. Communicate with your models and work together.

Avoid a static look

By making the model feel comfortable while being more of a guide rather than a dictator when it comes to posing, you will avoid an unappealing static look in your pictures. You want the result to look natural and not actually ‘posed’.

Don’t stop until you’re happy with the shot

Communication between you and your model is essential here. Making yourself clear about what you’re after and giving them the space to perform is a winning combination.

Double check your work

After you’ve taken the shots, go back and check one last time whether all details are in place. Notice the exposure, the lighting, the positioning of the clothes. If there’s something that doesn’t seem quite right, you can ask the model to re-do certain shots.

Never forget to double check your work once you're done. 

Never forget to double check your work once you're done. 


3. Example Shots 

You can get as creative as you like with your shots. A good general rule is to have images from various angles so you can showcase different features of your products in the best way possible. 


A final note...

Thank you for reading our tutorial - hope you found it useful! This article is part of our ongoing series of tutorials on product photography, styling and lighting. If you found it helpful, why don’t you head on over to our YouTube channel and subscribe?

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