Packshots
Clean catalogue frames at volume — on the mannequin, ghosted, on the hanger or laid flat, ironed or as-is, with four angles priced per shot before you commit.
A packshot describes a garment accurately and identically to every other garment in the range. The house develops one piece or four hundred from the same declared decisions, so the four hundredth matches the first.
Packshots →How it is presented
Four ways, and the choice belongs to the category rather than the piece.
| Style | What it is | Reach for it when |
|---|---|---|
| On the hanger | Hung, shoulders carrying the line | Outerwear, tailoring, anything with a shoulder |
| Laid flat | Flat lay, seen from above | Knitwear, shirting, anything that folds |
| Invisible body | A worn volume with nobody in it | Structured pieces where the shape is the product |
| On the mannequin | A visible form under the cloth | When the fall of the garment needs a body |
Pick one per category and hold it across the range. A rail that mixes hanger and flat lay reads as two shoots.
The rest of the setup
Background. White, a colour you pick, or one of the scenes. White for product pages. Reach for a colour when a mostly pale range disappears against it.
Angles. Front, three-quarter, side and back, chosen per range. Front always. Back where a customer would turn the piece over. Each angle you add is another frame charged, and the count is shown before you start.
Iron. On for shirting, tailoring and anything woven, because a crease reads as damage on a white background. Off for washed linen and heavy ribs, where pressing the texture out makes the fabric look like something cheaper.
Shadow. Leave it on. A garment with no contact shadow does not sit on the ground, it hovers, and that is the most common tell of a composited frame.
What it costs
Pieces times angles, at the quality you chose, totalled before you commit. Twelve pieces at three angles is 36 frames, and the sheet says so before anything develops. See quality and cost.
Merging
Several frames of one garment become one piece with several views, not several unrelated files. Merge on the review sheet, matched on SKU where you have one. The house also recognises what has already been packshotted and leaves it alone, which matters when a delivery arrives half-shot.
Colours that are nearly colours
Bone, ivory, oat and chalk are four things to a buyer and one thing to most automatic pipelines. Check them against a physical sample before you publish a range.
Related
- Why volume is a craft problem: on the rail.
- Getting the pieces in first: Collections.
- Repeating a treatment over a whole folder: Workflows.
Collections
Intake for a whole season — drag folders in, and the house reads every frame, names it, sorts it by kind and proposes which frames are the same garment from a different angle.
The Lookbook
The six-step wizard — model, pieces, ground, lock, variations, develop. Locking one approved frame is what makes a set read as one shoot.