Lookbook

A lookbook is a collection of photographs presenting a brand's products in styled, editorial contexts—showing garments on models in curated settings rather than flat product shots. In streetwear, lookbooks serve as both marketing material and cultural statement, often featuring skaters, musicians, or community figures rather than traditional models. The lookbook format allows brands to communicate aesthetic vision, styling intentions, and brand identity beyond individual products. Supreme's lookbooks became culturally significant, featuring diverse casting and locations that reinforced the brand's New York identity. Palace's lookbooks embrace humor and irreverence. Japanese brands often produce highly conceptual lookbooks that function as art pieces. The format predates social media's dominance and represents a more controlled, intentional form of brand communication compared to constant Instagram content. Quality lookbooks become collectible themselves, documenting specific eras in a brand's evolution.