How to Create a Lookbook: Digital Lookbook Guide for Social Media (2026)
TL;DR - Quick Answer
13 min readStep-by-step guide. Follow it to get results.
Quick answer: A lookbook is a curated collection of photos showcasing products, outfits, or designs in a styled, editorial format. Create one by choosing a theme, shooting or sourcing visuals, arranging them into a cohesive layout, and publishing digitally as a PDF, carousel, or interactive page.
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A lookbook is a visual portfolio that presents products, outfits, or creative work in a styled, editorial context. Unlike a catalog (which lists products with specs and prices), a lookbook tells a story and creates a mood.
Lookbook vs. catalog:
A brand publishes a beautifully styled 12-page PDF with editorial photos, no prices, and a mood-driven layout. Is this a lookbook or a catalog?
Types of Digital Lookbooks
How to Create a Lookbook: Step-by-Step
Step 1: Define Your Concept
Every lookbook needs a clear theme. Ask yourself:
- What story am I telling?
- What season, mood, or trend am I capturing?
- Who is the target audience?
- What action do I want viewers to take?
Examples of strong themes:
- "Summer Essentials 2026", casual, sun-drenched, coastal
- "Office to Evening", professional transitions, sophisticated
- "Sustainable Living", earthy, natural, eco-conscious
Step 2: Plan Your Visual Content
Shot list essentials:
- 10-20 hero images (full-page worthy)
- 5-10 detail shots (textures, close-ups)
- 3-5 lifestyle context shots (products in use)
- 1-2 behind-the-scenes images (adds authenticity)
Photography tips:
- Shoot in natural light when possible
- Keep backgrounds consistent or complementary
- Show products from multiple angles
- Include people for scale and relatability
- Shoot horizontal AND vertical for different platforms
- Check the social media image sizes guide for exact dimensions per platform
Step 3: Choose Your Layout
Digital lookbook formats:
- PDF lookbook, downloadable, shareable, professional
- Instagram carousel, swipeable, high engagement, social-native
- Interactive web page, clickable products, embedded video, analytics
- Pinterest board, long shelf life, drives traffic
- Flipbook, page-turning experience, professional feel
Step 4: Design the Layout
Key design principles:
- White space, let images breathe, don't crowd
- Consistent margins, 40-60px minimum on all sides
- Typography, 1-2 fonts maximum, minimal text
- Color palette, pulled from your hero images
- Flow, start strong, build interest, end with CTA
Page layout options:
- Full-bleed single image
- 2-image spread (left/right)
- Grid layout (2x2 or 3x3)
- Image + text overlay
- Detail collage
Step 5: Add Minimal Copy
Lookbooks are visual-first. Text should be:
- Headlines only, no paragraphs
- Product names, if relevant
- One-line descriptions, mood, not specs
- CTA on final page, "Shop the collection" or link
Step 6: Publish and Distribute
Digital distribution channels:
- Share as Instagram carousel posts
- Upload to Pinterest as individual pins
- Email to subscribers as PDF attachment
- Post to your website as a dedicated page
- Share on LinkedIn for B2B audiences
- Repurpose lookbook content across platforms with our cross-platform content guide
Creating a Lookbook for Social Media
Instagram Lookbook Carousel
The most effective format for social reach:
- Cover slide, collection name, season, brand logo
- Slides 2-8, hero images, one per slide, alternating layouts
- Slide 9, behind-the-scenes or detail shot
- Slide 10, CTA slide ("Shop link in bio" or "Save for later")
Dimensions: 1080 x 1350px (4:5 portrait) for maximum feed real estate. See our full Instagram image sizes guide for all format options.
You're creating a 10-slide Instagram lookbook carousel. What should your first and last slides be?
Pinterest Lookbook Strategy
- Pin each lookbook page individually
- Use keyword-rich descriptions
- Link each pin to the product page
- Create a dedicated "Lookbook" board
- Use idea pins for multi-page lookbooks
- Time your pins for the best posting hours on Pinterest
TikTok Lookbook Videos
- Film outfit transitions set to trending audio
- Use the "photo mode" for static lookbook slides
- Add text overlays with product names
- Keep videos under 30 seconds for higher completion rates
Free Tools for Creating Lookbooks
Also check out our content creation apps roundup for more mobile-friendly options.
Lookbook Examples by Industry
Fashion Brand Lookbook
- 12-16 pages
- Seasonal collection focus
- Mix of editorial and flat-lay shots
- Minimal text, maximum visual impact
- Pair with the right fashion hashtags for Instagram to maximize reach
Interior Design Lookbook
- Room-by-room showcase
- Before/after transformations
- Material and color palette swatches
- Lifestyle shots with people in spaces
Beauty Brand Lookbook
- Product swatches and application shots
- Diverse model representation
- Close-up texture photography
- Shade/color organized layouts
Food & Beverage Lookbook
- Styled recipe photography
- Ingredient flat-lays
- Seasonal menu presentations
- Behind-the-scenes kitchen shots
Common Lookbook Mistakes
- Too much text, if it reads like a catalog, it's not a lookbook
- Inconsistent photography, mixing phone photos with professional shots
- No clear theme, random products thrown together
- Missing CTA, beautiful images with no way to act
- Poor resolution, blurry images destroy credibility
- Too many pages, 10-20 is the sweet spot for digital
Lookbook SEO and Distribution Tips
- Name your PDF file with keywords:
brand-name-summer-lookbook-2026.pdf - Add alt text to all lookbook images on your website
- Create a dedicated landing page for each lookbook
- Share individual lookbook images as social posts with links back
- Pitch to industry blogs and press for feature coverage
FAQ
How many pages should a digital lookbook have?
A digital lookbook works best at 10-20 pages. Shorter lookbooks (8-12 pages) work better for social media and email. Longer ones (15-20) suit website publishing and press kits. Keep it tight, every page should earn its spot.
What's the best size for a digital lookbook?
For PDF lookbooks, use 1920 x 1080px (landscape) or 1080 x 1920px (portrait). For Instagram carousels, use 1080 x 1350px. For web pages, design at 1440px wide. Always export at 150-300 DPI for print quality.
Can I create a lookbook without a professional photographer?
Yes. Use a smartphone with good natural lighting, clean backgrounds, and consistent editing. Many successful digital lookbooks use iPhone photography with apps like VSCO or Lightroom for consistent color grading.
What's the difference between a lookbook and a mood board?
A mood board is a planning tool that collects inspiration (colors, textures, references) before creating content. A lookbook is the finished product, polished, styled photography presented in a curated layout for your audience.
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