5 Essential Steps to Successful Apparel Photography

By: Kurt Brown, Photography Department Manager

When it comes to selling apparel online, great photos aren’t optional—they’re essential. Shoppers can’t touch or try on clothes, so our images have to do the heavy lifting. Clean, well-lit, consistent visuals build trust, reflect our brand’s quality, and ultimately help drive sales.

Over the years, I’ve found that following these five key steps helps create professional, polished product images—whether I’m working with a DSLR setup, LED softboxes, a light table, mannequins, or editing software.

Here’s how I approach it:

1. Garment Prep: It All Starts Here

Before I even think about picking up a camera, I prep each garment. That means steaming or ironing out wrinkles, rolling over them with a lint roller, and making sure there’s no dust, tags, or threads hanging loose.

I check everything under bright lighting—collars folded neatly, shirts buttoned up, zippers straight, drawstrings tucked. These tiny adjustments may seem small, but they save a ton of time during editing and make the final shots look clean and professional.

2. Lighting & Setup: The Secret Ingredient

Lighting can make or break a photo. I always aim for soft, even light that highlights fabric texture and color accurately—no harsh shadows or odd color casts.

My go-to setup includes two LED softboxes on either side of the garment and a third light from above (or sometimes a light table underneath for flat lays). This gives me a nice, shadow-free look. If I’m shooting smaller items or working with flat lays, a translucent acrylic surface works wonders with backlighting.

3. Shooting Style: Flat Lay vs. Mannequin

Depending on the look I’m going for (and the brand I’m working with), I choose between two main styles:

Flat Lay: This is perfect for a minimal or budget-friendly aesthetic. I lay the item on a white or neutral background, smooth everything out, and shoot from above using a DSLR mounted overhead. Symmetry matters here—small adjustments make a big difference.

Mannequin: If I want to show more structure or fit, mannequins are great. I pick one that matches the brand’s sizing and style. Shooting at chest or waist height helps avoid distortion and keeps proportions looking natural.

4. Post-Processing: Polish Without Overdoing It

After the shoot, it’s time to refine the images. I use editing software to:

• Adjust white balance and exposure so colors look true to life

• Crop everything to a consistent size—usually 2000x2000 pixels for square images

• Remove backgrounds (especially for white or transparent ecommerce needs)

• Touch up dust, stray threads, or wrinkles I missed

• Enhance contrast or texture slightly if it helps show off the fabric

To speed things up and keep everything consistent, I create batch actions or presets that align with each brand’s style guide.

5. Final Presentation: Format Like a Pro

Once edited, I export files in the right format—usually JPEG for standard product shots and PNG if transparency is needed. I also make sure the file sizes are optimized for fast loading on ecommerce platforms.

I stay organized by naming files clearly (like brand-style-color-front.jpg) and include multiple angles: front, back, close-ups, and any important details. The more a customer can “see” the product, the more confident they’ll feel in buying it—leading to fewer returns and better reviews.

Wrapping It Up

Apparel photography doesn’t have to be intimidating. With the right prep, tools, and workflow, you can create sharp, on-brand visuals that elevate your products and build customer trust.

For me, it all comes down to these five steps—prep, lighting, styling, editing, and presentation. Master those, and you’ll be well on your way to producing images that truly sell.