Fashion & Clothing
How to draft a collection lookbook page
A lookbook page turns a small collection into a clear story that shoppers can browse and act on. This guide walks through the decisions that make one useful, using a fictional capsule as the example.
01
Choose the edit and the story
Start by limiting the collection to a number a visitor can absorb, usually six to twelve pieces. Name the idea that connects them in one sentence. For example, a fictional capsule called Morning Market could gather a linen shirt, wide trousers, a knit vest, a tote and a scarf in cream, olive and terracotta. The story should say who wears it and when. Decide the order now: opening look, hero piece, supporting items and closing image. That sequence becomes the page structure and keeps every later choice consistent.
02
Shoot and write for each look
Give every look one strong image, one detail image and a short caption. In the Morning Market example, the caption for the shirt might state fabric, fit, available sizes and one styling idea, such as tucked into the trousers for a market stroll. Keep captions factual and sensory rather than inflated. Show the same garment from front and side if the cut matters. Use consistent lighting and background so colors compare honestly. Write alt text that describes the outfit plainly, so the page works for screen readers and slow connections as well.
03
Connect looks to a clear next step
A lookbook should lead somewhere. Under each look, link directly to the product, size guide or enquiry form, and repeat the price so no one hunts for it. For Morning Market, add a closing section listing all pieces, delivery notes and care instructions. Offer a simple way to save favorites or email the page to a friend. After launch, review which looks drew clicks and which were skipped, then reorder the page. Treat the lookbook as a living document that improves with each small collection.