Fit, colour and the condition of the parts that wear — three jobs, and daylight does most of two of them.
The shot that sells
The garment flat or on a broad hanger, whole, square on, in daylight, with the work visible.
The shot that prevents the dispute
The lining, turned out. It fails before outer fabric does and almost nobody photographs it.
The list
- Whole garment, flat, square on
- Tape measure across bust, waist and hip, readable
- The lining, turned out, including the hem
- Beading or embroidery, close — and any area where it is lifting
- Fastenings, zips and hooks
- Underarms and hems
- Seam allowance, if the piece may be altered
- Every mark, located
Light
Daylight, never mixed with a bulb. Colour is the most common honest disappointment in this category, and mixed light is why.
Sequins and zari throw light back at the camera; shoot in open shade rather than direct sun, and turn the piece slowly to find the angle where the work reads rather than flares.
Stretch
If the fabric stretches, photograph the tape on the relaxed garment and say so. A measurement taken while pulling is a measurement that will not fit. Common mistakes.
What goes wrong
Shooting occasion wear at night under warm light, cropping the hem, and editing colour to look richer.
Questions people ask
Should I model it?
Optional, and never instead of flat measurements.
How do I photograph a heavy lehenga?
Spread on a clean floor, shot from above, in daylight. Then the work close.
Sarees?
The saree guide goes further on pallu, border and reverse.