What is a lookbook?

A lookbook is a book, PDF or web page of styled outfit photos that shows a collection the way the designer intends it to be worn. Each image is one look, often numbered so buyers and editors can refer to it.

In fashion a look is a complete outfit, which is where the name comes from. Lookbooks are usually shot on models in a consistent setting, so the whole season reads as one story.

A lookbook sells the idea of the collection, and a line sheet is the document buyers order from. The lookbook shows outfits with little detail, while the line sheet lists every style with its wholesale price, MSRP, sizes and minimums.

A wholesale lookbook should include your brand name and season, one strong image per look, the style numbers in each look, and a link or page that leads to the line sheet. Keep prices out of the editorial pages unless the lookbook is also the order form.

Here is an example resort lookbook sent to boutique buyers before market. It has 18 looks across 24 pages, and every look lists its style numbers so a buyer can find each piece on the line sheet.

Brands send the lookbook ahead of market appointments and trade shows so buyers arrive knowing which looks they want to see, then follow up with the line sheet to take the order.

Press and stylists receive the same lookbook, often with higher-resolution images, to request samples for shoots. Some brands make a separate press version without wholesale details.

A shoppable lookbook joins the two documents: a buyer taps a look, sees the styles in it and adds them to an order.

• Leaving out style numbers

  A beautiful image is no help at order time if the buyer can't tell which style and colorway it shows. Caption every look with its style numbers.

• Showing pieces you won't produce

  Runway-only pieces in a wholesale lookbook lead to orders you can't fill. Mark them clearly or leave them out.

• Sending a file that is too heavy

  A PDF of full-resolution photos can be too large to email or to open on a phone. Compress the images or send a link instead.

ModaFlow's lookbook builder lays out your looks in sections, links each image to the styles in it, and gives you a share link where buyers can order straight from the lookbook on their phone.

You can also export the lookbook as a PDF for buyers who prefer a file, and set minimums that apply when buyers order from that lookbook.