Create a digital lookbook for your DTC fashion brand (with inspo to steal from)

A digital lookbook is more than just a glossy showcase—it’s a practical tool that helps your brand communicate clearly and sell confidently. It gives buyers a feel for your collection, equips editors with the assets they need for press coverage, and builds anticipation ahead of your next launch.

In this guide, we’ll break down what makes a great lookbook in 2025, showcase standout examples, and share practical tips to make the creation process easier.

What is a digital lookbook and who’s it for?

A digital lookbook is an online, visual presentation of your brand’s latest collection. Fashion brands often release them seasonally, including their latest products such as clothing, and accessories. They also provide an opportunity to further cement your brand’s identity and story as part of your overall ecommerce marketing strategy.

As a fashion brand, you’ll likely share your digital lookbook with: 

• PR teams looking for polished visuals and brand context for press coverage
  
  
• Retail buyers who want a quick, compelling overview of key products and pricing
  
  
• Stockists evaluating fit and merchandising potential
  
  
• Customers exploring new collections during seasonal campaigns or high-profile launches

They also serve as internal tools for:

• Sales teams to use as branded collateral in outreach and meetings
  
  
• Creative and brand teams that lead the design and ensure consistency with brand identity

Why lookbooks are important for fashion brands 

A visually engaging digital lookbook isn’t just about making your collection look good—it helps people explore your collection, connect with your brand, and take action. It also acts as a powerful conversion tool.

Here are some other reasons to create a digital lookbook for your next collection:

• Shape how your collection is presented: A lookbook gives you full creative control over the story you’re telling. You can highlight key pieces or bring focus to a specific drop.
  
  
• Bring your brand identity to life: Unlike standard product pages or ecommerce templates, a digital lookbook gives you creative freedom. You’re not limited to grids, specs, or white backgrounds—you can build an immersive experience that sets the mood, tells your story, and shows your collection the way it’s meant to be seen.
  
  
• Equip PR and retail partners with the assets they need: PR and retail teams will have a more curated lookbook than the consumer-facing one that lives on your website. Journalists need clean visuals and clear messaging to tell your story accurately. Retail buyers need a version with product details, pricing, and collection context to assess fit. Each version should be purpose-built to give the right people the right information.
  
  
• Create something worth sharing with consumers: If you're a DTC brand, your lookbook should reflect how your customers shop—visually and on their phones. A digital format makes it easy to browse and share, while keeping the experience smooth and brand-forward.
  
  

Best practices for creating a winning lookbook

You’re committed to creating a digital lookbook for your next collection. But what should it look like? What layout works best? How do you maintain consistency with your brand while still making it easy to browse? 

In this section, we’ll walk through practical tips to help you create a lookbook that’s built to impress.

1. Build a cover that represents your brand and products 

Think of your cover as your digital storefront window. It should pull people in and make them want to see more from your brand. Don’t be afraid to go big and bold,with your images and copy. Ultimately, you want to represent your products and the lifestyle you’re trying to evoke in the best light.

Take PME Legend, whose cover perfectly captures both their products and the brand’s classic and outdoorsy personality.

2. Use bold, scroll-stopping visuals 

When someone opens your lookbook, they should instantly get a feel for your brand’s aesthetic—whether that’s sleek and minimal, bold and eclectic, or vintage-inspired. As a starting point, you could lead with full-bleed images that show off your standout pieces.

If you’re not sure which images to include, start with your goal. What do you want people to do—explore the whole collection, click through to product pages, share with their team?

Pick visuals that build interest and make them want to keep scrolling. That might mean starting with your most eye-catching shots, showing your hero pieces in context, or creating a sense of movement through the collection. Every image should earn its place and keep the story flowing from start to finish.

As an example, take a look at Moscot who use full-bleed, moody images that reflect the brand’s aesthetic:

3. Design for clarity and easy scanning

Your layout shouldn’t just look good—it should make it easy for people to explore your collection without getting lost or distracted.

Group related products together so they feel connected. Break up the page with full-width lifestyle shots or clean space to stop it feeling cluttered. Use consistent margins, heading sizes, and type styles so everything feels smooth and intentional.

Men’s fashion brand, Paul Fredrick, does this well. When you click through to their digital lookbook, the page fills with large, beautiful images. Your only option is to scroll down, making it easy to know where to look next.

‍

4. Show products in context

Shoppers and buyers want to see how your products move, layer, and look in real-world settings. Use styled shoots that pair pieces from the same collection and show how the clothes look while a model is walking, sitting, or doing a brand-related activity (e.g., if you sell tennis skirts, include a photo with someone playing tennis).

Fashion brand Cuyana is a great example of showing products in context. Here’s how someone might look wearing one of their stunning bags outside:

5. Keep your lookbook visually consistent 

Your lookbook should carry the same voice and visual language as the rest of your brand. Every element should feel consistent with your site, packaging, and previous campaigns. That cohesion builds recognition, and makes your collection feel more intentional.

Take a quick look at the Boggi Milano lookbook. Everything from the clothes they're wearing, the colours they display, the muted background, and the minimal props support the brand’s aesthetic. 

‍

6. Add interactivity (when appropriate)

Consider adding interactive elements like clickable hotspots, product tags, scroll-based animation, or video clips to draw people in and make exploring your collection more dynamic.

Nike does a great job of this. Nike is all about getting out there and moving your body, so it follows that their lookbook would move, too. When you click through to their lookbook, you see a 19-minute video of models in action.

7. Optimise for mobile and load speed

It’s not uncommon for retailers to browse lookbooks on the go. If your lookbook is slow to load or hard to navigate on smaller screens, you lose momentum. Use compressed, high-quality images and minimize file size.

Every digital lookbook I reviewed while writing this article loaded quickly on desktop and mobile. If you want to conduct your own speed test, here’s a link to the Eddie Bauer lookbook. See how long it takes to load (hint: it’s fast).

8. Include a clear CTA

What should your reader do after browsing? Buy something? Contact your wholesale team? Share the collection? Every lookbook should end with a clear, low-friction next step.

Scroll to the very bottom of the Mignon Faget lookbook, and what do you see? Limited copy and a CTA to ‘shop now’ that links to where you can purchase:

Examples of great lookbooks from real fashion brands

Now that we’ve covered best practices for creating a good lookbook, let’s get to the fun part. Let’s look at some gorgeous lookbooks from other fashion brands and see what we can steal from them.

Adidas

Housed within the ‘Shop Your Style’ page on the site, the adidas lookbook leads with full-bleed imagery and clean layouts that let the clothes do the talking. It strikes a balance between editorial polish and retail function, drawing you in without overcomplicating the experience.

Why it works:
Adidas uses bold, high-contrast imagery to reinforce its identity as a performance-first brand. The uncluttered layout and minimal copy echo its focus on movement and clarity—nothing slows the user down. Each image acts as a visual CTA: click through a look, and you're taken to a deeper view of the full outfit, with product shots and variants.

Branding:
Everything about the presentation—clean sans-serif fonts, stark white space, and subtle UI interactions—feels fast, focused, and urban. It’s distinctly ‘adidas’.

User experience :
The use of expandable product blocks keeps your homepage clean while still driving action. Each image acts as an entry point—clicking takes you straight to the product or a more detailed view. Even without obvious ‘shop now’ buttons, the design encourages people to move seamlessly from inspiration to product discovery.

Botter

Botter is a progressive fashion label based in Paris, known for its Caribbean-European design influences and sharply tailored, conceptual pieces. Its AW24 digital lookbook is a great example of how to turn a traditional gallery into an immersive, high-fashion experience.

Why it works:
The layout creates space for each look to stand on its own, and you can scroll as slowly as needed. This unique layout invites viewers to pause, consider, and respect the craftsmanship and thought behind each piece.

Brand-aligned tone:

The lookbook channels Botter’s belief that “fashion is the golden daughter of all arts.” Each image feels like a tribute to the clothes and to the deeper connection between nature, culture and creation. The visual storytelling honors nature and reflects a clear purpose: to give back to the world through thoughtful, expressive design.

User experience:
Each look includes a ‘details’ button that expands to show product info—perfect for press or buyers who need quick access to names, materials and pricing. Botter also includes a sidebar linking to past collections, turning its archive into an active part of the brand story, not just a static library. It’s a smart way to give context and show creative evolution without interrupting the flow.

Dear Frances

Dear Frances is a modern footwear brand known for understated elegance. The Spring 2025 collection stays true to that vision with soft colour palettes, architectural lines, and effortless wearability.

Why it works:
This lookbook embodies the understated integrity the brand is known for. There’s no distraction—just a clear, confident presentation that lets the product speak for itself. It feels considered, not overstyled.

Brand-aligned tone:
Inspired by sculpture and the human form, the visual pacing mirrors the collection’s design values: clean lines, natural textures and balance. Every detail (from the soft natural light to the neutral palettes) is artistic and deliberate.

User experience:
There’s no push to purchase, but that’s part of the appeal. The lookbook is a mood piece, pulling the viewer into the brand’s world and encouraging deeper engagement on their terms.

Peppermint Cycling Co.

Peppermint Cycling Co. is a Canadian brand that blends technical performance with vibrant design for women who ride. Their MTB SS25 lookbook celebrates the mountain biking lifestyle with energetic visuals.

Why it works:
This lookbook celebrates performance as lifestyle. The visuals highlight motion, texture, and terrain, showing the gear in its natural environment. It builds trust by demonstrating function through action, not staged perfection.

Brand-aligned tone:
Bright colors, natural light, and wide-open landscapes reflect the brand’s adventurous identity. Brief copy blocks add a personal, emotional layer that aligns with Peppermint’s mission to inspire women who ride.

User experience :
It’s one of the more interactive examples. Features like a ‘shop by category’ filter and auto-playing 360° views give viewers useful ways to explore the collection.

Wax London

Wax London is a contemporary menswear brand blending British heritage with relaxed tailoring. Their SS25 lookbook is minimalist but effective. It’s designed to guide shoppers through a large seasonal collection without friction.

Why it works:
The straightforward layout makes a large collection feel manageable. It removes friction, letting shoppers move fluidly between styles without feeling overwhelmed.

Brand-aligned tone:
The lookbook mirrors Wax London’s focus on laid-back tailoring and seasonal simplicity. Neutral backgrounds and straightforward styling keep attention on fit and fabric, supporting the brand’s everyday wearability without overstatement.

User experience :
The layout makes it easy to browse a large collection without friction. Toggling between product-only and on-model views helps shoppers get a complete sense of each piece. Every item links to a detailed product page, and a ‘recently viewed’ strip helps users retrace their steps—especially useful when navigating a broad seasonal drop.

Make sure your lookbook gets seen

Add it to your homepage (e.g. hero banner or carousel)

Your homepage is prime real estate—use it to spotlight your latest lookbook during launches or seasonal campaigns. A bold banner, featured block, or homepage carousel can drive traffic straight to the collection and set the tone for the drop. Make it visually compelling so visitors can’t miss it.

Whistles is a great example of a brand that does this. They have their lookbook link built right into their navigation bar. When you click on it, you get a carousel of images with different lookbook options:

Link it from your email signature (for PR and sales)

Add your lookbook link to the email signatures of your PR, sales, and brand team members. It’s a low-effort way to keep the collection circulating in every conversation—whether you're pitching to press, connecting with buyers, or following up on outreach.

Helpful tip: Use a tool like HubSpot Email Signature Generator to quickly create and update branded signatures with clickable links.

Share it in your B2B outreach and press kits

Your lookbook is a powerful visual asset—use it to support buyer pitches, press outreach, and retail conversations. Include the link in your sales emails, brand decks, and media kits to give partners a quick way to view your latest collection.

In this collection launch from GUESS, the brand pairs its press release with a visual lookbook and campaign images, creating a clean, scrollable media hub for editors and partners.

Embed it in Shopify or WooCommerce

Once your digital lookbook is designed, the next step is making sure people can find and browse it. If you use Shopify or WooCommerce, there are a few simple ways to add your lookbook directly to your site.

For Shopify users:

• Use a dedicated page: Create a new page in your Shopify admin and embed your lookbook using an iframe (if you’re using a tool like Flipsnack or Issuu). Just paste the embed code into the HTML editor.
  
  
• Feature it on your homepage: Add a block or banner that links to your lookbook. This is especially helpful during product launches or seasonal drops.
  
  
• Link from your navigation menu: Add ‘Lookbook’ as a top-level menu item or under your ‘New Arrivals’ or ‘Collections’ tabs.

For WooCommerce users:

• Create a new WordPress page: Just like with Shopify, you can embed your lookbook directly using iframe code or link to a hosted version.
  
  
• Highlight it in your shop sidebar or header: Add a graphic or button in your site’s sidebar, announcement bar, or homepage slider to drive traffic to your lookbook.
  
  
• Link from product or category pages: Help customers see the full styling context by adding lookbook links to your PDPs or collection pages.
  
  

Bonus tip: If your lookbook includes shoppable links, make sure those URLs map directly to your store’s live product pages. That way, the transition from inspiration to purchase is instant.

How to store, organise, and share all visual content (not just lookbook content)

Lookbooks are essential for your brand, but they’re also only one part of a much bigger visual content machine for any ecommerce team. Between all your product launches, social campaigns, influencer drops, and wholesale updates, creative assets can pile up fast. Without a system to manage it all, it’s easy for things to slip through the cracks.

Dash helps fast-moving fashion brands centralise their content, simplify collaboration, and maintain brand consistency across every channel. Here’s how other teams are using it to stay on track:

How to give partners easy access—without sending zip files

Luxury streetwear brand Filling Pieces was struggling to manage their growing asset library. Google Drive was messy, hard to search, and lacked structure. As Alberto, their Marketing Manager,put it:

“There were no naming conventions. Too many people uploading content at the same time. Google Drive just isn’t very visual—it’s messy.”

The team needed a better way to organise their content and give sales and marketing quick access to what they needed. Dash gave them a clean, scalable system built for visual assets.

• Easier search and structure – Assets are now tagged, categorised, and easy to find. It means there’s no more duplicate uploads or digging through folders.
  
  
• Smarter sharing – Dash Portals let partners instantly access seasonal lookbooks, campaign imagery, and product shots—without needing a login or asking the team to send files.
  
  
• Custom downloads – Team members can crop and resize images for social or press without going through a designer.
  
  

And because Dash is flexible and affordable, it works for where they are now—with room to scale later.

“There were three things I instantly liked: price, support and scalability. The support was really good and not pushy. And it’s great knowing we can scale up as we go.”

How to manage thousands of assets across platforms and channels

Before switching to Dash, outdoor brand Passenger juggled files between WeTransfer, hard drives, and Google Drive. Now, their distributed team uses one shared library connected to Airtable and Shopify—speeding up launches and keeping their visuals consistent across ecommerce and social.

Kat, the brand’s Product Marketing Manager told us: 

“We’re quite a creative business, and different teams need access to different types of content. Having everything in one central place is crucial—it makes sure everyone’s using the right assets, whether it’s product images or something like the correct logo. It’s basically our source of truth.”

How to prep press kits and campaigns without chaos

British footwear brand Emmy London outgrew their Dropbox system after years of scattered assets and duplicate files. With Dash, they’ve created a central space to organise product imagery, plan monthly campaigns, and quickly respond to press or affiliate requests with curated collections.

Lucy, Emmy London’s (now ex) Social Media Manager told us: 

“I honestly couldn't recommend it enough. Dash has been such a lifesaver.  It's made everything so much quicker and it’s changed the game for me.”

Keep all your visuals organised with Dash

When everyone on your team has instant access to the right visuals, everything moves faster. That includes lookbook creation, product drops, press outreach, and everything in between. 

Want to see what Dash can do for your team? Start your free trial.

FAQs about digital lookbooks

1. What is the difference between a moodboard and a lookbook? 

A moodboard is a planning tool used internally to set the tone, direction, or vibe of a collection. It pulls together textures, colours, references and inspiration. 

A lookbook, on the other hand, is made for external use. It presents the finished collection in styled looks, often for buyers, press or customers. Where a moodboard hints at what’s coming, a lookbook shows what’s ready.

2. What is the difference between a line sheet and a lookbook?

A line sheet is built for function. It lists product details (e.g., names, SKUs, prices, and ordering info) for buyers who need to place wholesale orders. 

A lookbook is more visual and narrative. It highlights how pieces work together, tells the story of the collection, and helps generate interest before any transactions happen.