Fashion Industry Turning To Solutions That Remove The Photographer From The Process

Feb 1, 2016

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

Fashion Industry Turning To Solutions That Remove The Photographer From The Process

Feb 1, 2016

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

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Models, Photographers, MUA’s – The computer is out to get your jobs!

In recent years, we’ve seen how photography is being taken out of catalogs. IKEA was one of the first to embrace 3D rendering, with about 75% of its catalog being computer generated. Now it seems that fashion photography is following the same footprints.

Looklet is a company that does to fashion catalogs what IKEA did to furniture catalogs. Almost.

The video description explains how a fashion house can focus on shooting clothes while Looklet will superimpose them on models (of your choice), provide backdrops and create a finished image.

https://youtu.be/uQ5y8mfDEvk

The video goes to say that (boding is mine):

The studio is installed in your location. No model needed, no hair and makeup instead we let you focus on the styling. You don’t even need a photographer.

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According to Looklet and Jessable, H&M, Vente-Privee and JCPenny are already using their services, and from a big retailer perspective, not having to pay for photographers and models is a good thing:

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YouTube video

And you can see why, here is the process as described by Looklet:

  1. Products are shot in custom-built Looklet studios. No photography skills needed. Operators focus only on styling products. Studios are controlled by easy-to-use Looklet software. Studios can be placed anywhere in the world – preferably at your warehouse
  2. The cloud-based image pre-processing prepares the shot product to be used in the Looklet Look Creator Software
  3. Every image is quality controlled by Looklet automated algorithms as well as live QA staff. The result is a top-quality image every time
  4. The Looklet Look Creator is a simple but powerful tool to generate all of the product images you need, with models selected from the Looklet Model Library or custom-configured for you.
    Style endless combinations of your processed items on any model of your choice, and control everything from styling down to model facial expressions. When styled, the images are exported to your CRM with metadata

[via Pratik Naik]

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Udi Tirosh

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

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4 responses to “Fashion Industry Turning To Solutions That Remove The Photographer From The Process”

  1. grace kane Avatar
    grace kane

    How well does this interpret the apparels nuanced styling elements like fall off the shoulder or Jenkins drop that is not typical? Cookie cutter silhouettes would be unsatisfactory.

  2. Roger Mills Avatar
    Roger Mills

    An awesome app for the fashion industry. I tried it, and it really automates the process of creating high quality photos without the need of a photographer.

  3. Silvia Goldwasser Avatar
    Silvia Goldwasser

    Looklet images are terrible for sales! They look dreadful and ruin the image of the product. I have personally bought 1/4 of what I usually buy for myself simply because the images don’t give accurate colours and fit and the models all look vaguely astonished, like deer in headlights. The product looks so much less desirable. Companies like Lands End can ill-afford to lose more sales.