In an era where TikTok trends sell faster than runways, content isn’t a “cute extra” but your “calling card.” Do you want it to be deciphered at a glance and shared?
High-Quality Content Standards for Fashion Brands
Professional photos
Photography is the first contact with your brand. No potential client wants to see poorly lit, poorly retouched photos. But there’s a catch. Perfect photos, like those from the magazine covers of the 2000s, don’t evoke an emotional response. People simply don’t notice them anymore.
What to do then?
- Invest in production: a studio, good lighting, professional photographers and retouchers.
- Create a variety of looks: combine different textures, accent clothing details, and work with unusual backgrounds.
- Make the photo shoot conceptual, imbue it with meaning, so that clients want to examine every detail.
Lifehack: photographers are starving during the off-season, so you can negotiate a more flexible price. Or try bartering: provide your stylist/photographer with your products for personal projects in exchange for a discount.
Short video
Reels and TikTok are no longer platforms, but battlegrounds. Here, you either dominate the feed or become a backdrop for scrolling.
To avoid being second best, focus on storytelling. The key here isn’t just to tell a story, but to connect with someone. Show how a girl wearing your dress finds love or saves a Monday deadline.
And don’t forget that experimentation is your currency. Rip out the splices like old jeans. Choose tracks that will make your competitors ashamed of their playlists.
Lifehack: Shoot a single video from multiple angles and with different scenarios to create several videos at once. This way, you’ll get the most content from a single shooting session.
The Importance of a Unique Tone of Voice: Focusing on Audience Emotions and Values
Does your brand resonate with your customers, or does it sound like a microwave manual? If your copy isn’t resonating, it’s time to change.
In fashion, communication is the art of creating an emotional connection that motivates purchases, even when the impulse is stronger than logic and rationality – even when the closet space has long since run out.
A dry description of “Women’s jacket, cotton” won’t inspire anyone. But the story of how this jacket transforms an everyday look and accentuates individuality is more compelling.
Tip: If you haven’t already, create a profile of your target audience: what are their values, interests, and how do they spend their free time? These details will help you find the right tone for your communication.
- Define your brand values: what do you stand for? Sustainable production, freedom of expression, environmental protection?
- Formulate the brand’s “personality”: if it were a person, what would it be like? Bold, romantic, courageous, caring?
- Write as you speak: forget about “dead” phrases (officialese) and “push” (aggressive, intrusive appeals). Use metaphors, personal stories, and examples from your clients’ lives.
Tip: If you haven’t already, create a profile of your target audience: what are their values, interests, and how do they spend their free time? These details will help you find the right tone for your communication.
The role of the creative department, copywriters, and photo/video production: how to organize effective communication within the team
Creating content that truly works requires a well-coordinated team. If photographers, copywriters, and designers are working in parallel universes, the result will resemble the elephant in the parable. Like the blind men who touch the elephant from different angles—trunk, leg, side—and are convinced the elephant is a snake, a tree, or a wall, your specialists may create something far from coherent and effective.
Unified concept and briefing
Before you start filming and writing, everyone on the team (from stylists to editors) needs to understand the emotion and message you’re conveying.
A brief isn’t bureaucracy, but an agreement with the future. Record not only the TOV and references, but also the taboos: “No pastel metaphors for a hardcore brand.”
Collaborative brainstorming sessions
Creativity doesn’t happen in a vacuum. Include everyone in the discussion, from project managers to designers. Sometimes brilliant ideas come from those least expected.
Clear distribution of areas of responsibility
- Photo/video production: responsible for the visual component, framing, lighting, and editing.
- Copywriters: create texts, scripts for videos, descriptions, and posts on social media.
- Creative director or art director: oversees the overall idea and corrects any discrepancies with the concept.
Implement regular status updates (weekly or biweekly) to keep your team in sync. This will maintain consistency and speed up work processes.
Lifehacks for quick, inexpensive, yet creative photoshoots
You don’t always need to spend half a million on filming to make your content look impressive. There are plenty of techniques that can help you achieve “expensive images” on a modest budget.
Locations: Your Secret Ingredient
An abandoned factory with rusty pipes, a greenhouse with mutant orchids, a Stalin-era building with stucco molding—these aren’t flaws, they’re character. Why pay for a sterile studio when you can “steal” atmosphere—that is, find and capture places that ooze history and add depth to your content?
Example: Photographing a bag collection? Order coffee at a trendy, Zoomer-friendly cafe, arrange the accessories on a table by the window, and you’ll get a “casual” look that looks like a still from a Gaspar Noé film.
Decor: The genius of reuse
Don’t reinvent the wheel—repaint it. Rent and combine existing decorations.
For example, an old office sofa + a thrift store veil = boho-chic. Vary angles, combine textures: the interior is not a shrine, but a puzzle.
Clothing: Alchemy instead of a budget
Mix a new collection with your grandmother’s vintage leather jacket, add a mass-market accessory – and you’ll get “history,” not a mannequin.
Tip: Don’t be afraid of dissonance. Pairing sneakers with an evening dress isn’t a mistake, but a signal: “We don’t play by your rules.”
Light: Your Free Ally
Sunrise, sunset, and overcast skies aren’t weather, they’re free filters. Why pay for a softbox when the sun creates backlighting better than any camera operator?
Lifehack: Shoot during the “golden hour” through a window with dirty glass for a “nostalgia for the future” effect.
Processing: Less is more
Sometimes, a little color correction is enough to give a shot the right mood without getting carried away with expensive effects and filters.
Tip: Do behind-the-scenes footage alongside the main shoot. Show the team’s life “behind the scenes” – this will add charm to the brand and provide additional content for social media.
Conclusions
People don’t want another post with a model against a white wall. They want to be triggered, to be offended, to be compelled to save it as a favorite. Your content should be like a tattoo—it’s either hated or worn with pride. Neutrality is a recipe for algorithmic trash.
