Fashion photography, defined.
The terms fashion e-commerce sellers actually run into, packshot, lookbook, ghost mannequin, on-model, virtual try-on, with short, useful answers.
Terms
- What is a lookbook?
A lookbook is a curated set of styled photographs a fashion brand uses to show how its pieces are meant to be worn.
- What is flat-lay photography?
Flat-lay photography is the practice of laying a garment or product flat on a surface and photographing it from directly above.
- What is ghost mannequin photography?
Ghost mannequin photography shows a garment with a hollow 3D shape as if worn, but with no visible model or mannequin.
- What is on-model photography?
On-model photography is any product image that shows the item being worn, traditionally by a live model, and now increasingly by an AI-generated one.
- What is virtual try-on?
Virtual try-on is any technology that lets a shopper or a brand preview how a garment looks on a person before it's physically worn.
- What is a packshot?
A packshot is a clean, isolated product photograph, usually on a white or neutral background, used as the primary product image in a catalog or listing.
- E-commerce image requirements (2026)
Each major e-commerce platform has its own product image requirements, resolution, background, aspect ratio, and file size. Meeting them is the difference between a listing that ranks and one that gets suppressed.
- What is AI fashion photography?
AI fashion photography is the use of generative image models to create on-model, editorial, or lifestyle photography from a garment input, without a physical photoshoot.