The complete fashion photography process for eCommerce
- maria65405
- Nov 28, 2025
- 5 min read
In the world of online fashion, first impressions are everything.
A garment may be of excellent quality, but if the photography doesn't reflect its value, it will likely go unnoticed. That’s why behind every image you see on an eCommerce site, there’s a meticulous process designed to make the clothing look flawless, aligned with the brand’s identity, and appealing to the end customer.
This workflow combines planning, photographic technique, creativity, and digital retouching. Whether it’s a model shoot—bringing warmth and movement—or the ghost mannequin technique—offering a clean and professional look—the goal is always the same: to showcase the garment in the most accurate and aesthetically pleasing way possible.
Below, we explore each stage of this journey—from the moment the garment arrives at the studio to the final delivery of the image, ready to be published in the online store.
INDEX:
1. Garment reception and inspection
The process begins long before the camera is turned on. Each garment is received at the studio and undergoes a detailed inspection. It's checked for manufacturing defects, correct sizing, and to ensure the color matches what was requested.
At this stage, unnecessary tags are removed, as well as any dust, loose threads, or details that could ruin a shot. It’s a step that often goes unnoticed, but it makes a big difference: the more care a garment receives early on, the less retouching will be needed later.
2. Visual planning
Visual planning defines the creative direction of the shoot. This is where key questions are answered:
Will it be an editorial or lifestyle session, in a realistic setting that tells a story?
Or will it be a more technical session, with a white or neutral background—ideal for catalogs and marketplaces?
Will the garment be photographed on a model to show how it fits the body?
Or with the ghost mannequin technique, which highlights the silhouette without distractions?
At this stage, the color palette, background type, and lighting setup are also selected to best showcase textures and shapes. This planning is essential, as it ensures consistency across all photos in a collection and reinforces the brand’s visual identity.
3. Styling and preparation
Styling is a delicate, almost artisanal task.A garment fresh out of the bag isn’t ready for the camera—it’s carefully steamed, shaped, and adjusted on the model or mannequin to preserve its natural drape.
In model shoots, the look is enhanced with accessories, shoes, or hairstyling that complement the outfit. In contrast, with the ghost mannequin technique, the goal is for the garment to speak for itself, showcasing its structure and silhouette without any distracting external elements.
Every detail matters: a misbuttoned shirt or an out-of-place fold can be enough to ruin the final image.
4. Set setup
The set is the stage where the garment comes to life.This is where backgrounds are placed, lights are adjusted, and the camera and lenses are configured. Lighting plays a fundamental role:
Soft light enhances lightweight fabrics like silk, chiffon, or linen.
Harder, more contrasted light emphasizes sturdy textures like leather or denim.
The background—usually white or neutral for eCommerce—helps maintain uniformity and keeps the focus on the garment.
The photographer doesn’t just think about a single shot, but how it will fit within a larger catalog, maintaining consistency with other brand images.
5. The photoshoot
Once everything is ready, the session begins. The goal is to capture the essence of the garment in every shot.
With a model, posture, movement, and expression are worked on to convey not only how the clothes fit but also the attitude they represent.
With the ghost mannequin technique, multiple shots are taken (front, side, back, and details) to have enough material for the later digital reconstruction.
Each photograph is immediately reviewed on the screen to ensure the garment looks its best: free of odd wrinkles, well-lit, and with colors true to life.
6. Image selection
After the session, it’s time to choose. Out of hundreds of shots, only a few photos will represent the product in the catalog.
The main criteria for selection include:
Sharpness and clarity.
Color accuracy.
Balanced composition.
True representation of the garment’s drape and fit.
This curation ensures that each garment is displayed consistently and professionally, aligned with the brand’s standards.
7. Retouching and Post-production
Digital editing is where photography reaches its full potential. Here, precision work is done to enhance without altering:
Retouching is not about deception, but about enhancement. It’s about showing the product in the most attractive and honest way possible.
Light, color, and contrast are adjusted so the garment looks just like it does in real life.
Wrinkles, stains, and unwanted details are removed.
The background is cropped and cleaned to give a uniform appearance.
For ghost mannequin shots, the inside of the garment is digitally reconstructed, creating a natural, three-dimensional silhouette.
8. Export and delivery
Finally, the images are exported in the formats and dimensions required by the online store or marketplaces. Each platform has different requirements (sizes, resolutions, backgrounds), and meeting them is key for the photos to integrate perfectly into the digital environment.
The result is a set of optimized, consistent images ready to attract consumers from the very first click.
The fashion photography process for eCommerce is much more than just pressing the shutter button. Each garment goes through a chain of care: inspection, planning, preparation, shooting, selection, and retouching. Every step adds value and contributes to the same goal: creating images that not only show but also sell.
In a highly competitive market like online fashion, investing in a professional workflow is investing in the perception customers will have of the brand. After all, photos are not just a reflection of the garment—they are the bridge between the customer and the shopping experience.
If you need fashion photography or ghost mannequin images for your eCommerce, don’t hesitate to contact us. We’ll be happy to help you showcase your products with the highest quality and professionalism.
Why is photography so important in online fashion?
Because the first impression is everything: even if a garment is of excellent quality, if the photo doesn’t reflect its value, it will go unnoticed in the online store.
What is the difference between photographing with a model and using the ghost mannequin?
With a model, the garment gains closeness and dynamism, showing how it fits the body. With the ghost mannequin, a clean and professional presentation is achieved that highlights the silhouette without distractions.
What steps does a garment follow from arrival at the studio to final delivery?
The process includes: garment inspection, visual planning, styling, set setup, photoshoot, image selection, digital retouching, and export.
What is the ghost mannequin and why is it so widely used in eCommerce?
It is a technique that combines several shots to digitally reconstruct the inside of the garment, showing a realistic and professional three-dimensional silhouette.
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