Lookbook and line sheet, Milan
The collection as buyers and press need to see it
Lookbook on model and on white, line sheet with styles, colourways and sizes, details and flat lays. Produced in Milan from the collection we often also make, delivered for wholesale, press and ecommerce.
A lookbook is a sales document first. It has to show every look clearly, in order, with the information a buyer needs next to it. The campaign gives the mood; the lookbook closes the order.
Great content brings a collection to life. Riccitelli Milano produces content and lookbooks for fashion brands, creating imagery that communicates a collection beautifully and credibly.
Because we understand the product, our content reflects the true quality and character of the garments.
What We Produce
Our content production covers lookbooks, campaign imagery and the visual content brands need across their channels. Each is created to express the collection and the brand with clarity and impact.
From concept through to finished imagery, we manage the process to a high standard.
Content That Reflects the Product
Content works best when it reflects the reality of the product. Because we design and produce garments, our content captures their true quality, fit and character, rather than disguising them.
This authenticity makes content more credible and more compelling, connecting to our production and brand work.
Lookbooks That Sell
A lookbook is both a creative statement and a sales tool. We produce lookbooks that present a collection beautifully while serving the practical needs of buyers and customers.
This balance of beauty and function is what makes a lookbook genuinely effective.
Aligned With Your Brand
All content is created in line with the brand’s identity and creative direction, so imagery feels part of one coherent world. This consistency strengthens the brand with every piece of content.
It connects naturally to our branding and creative direction services.
Content for Every Channel
Brands need content across many channels, from website to social media to wholesale. We produce versatile content that works across these touchpoints while maintaining a consistent look.
This supports both marketing and our digital services.
Imagery With Purpose
Every piece of content should serve a purpose, whether presenting a collection to buyers, inspiring customers or expressing the brand. We produce content with this intent, so imagery works as hard as it looks beautiful.
Because we understand the garments, our content captures their real quality and character, making it both authentic and effective.
This combination of beauty and purpose is what makes content a genuine asset for a brand.
Do you produce campaign and e-commerce imagery?
Yes. We produce campaign imagery, lookbooks and content suited to e-commerce and other channels, each created to express the collection and serve its purpose.
Can content be produced alongside our collection?
Yes. Because we also produce, content can be created in coordination with the collection itself, capturing the garments accurately and efficiently.
Is content aligned with our brand identity?
Yes. All content follows your brand identity and creative direction, so imagery feels part of one coherent world across every channel.
Do you provide content for social media?
Yes. We produce versatile content suited to social media as well as website and wholesale, maintaining a consistent look across platforms.
Why a campaign made in Milan looks different
Clarity before mood
Clean light, consistent crops, every look front and back, in the order of the collection. The buyer sees the product, not the concept.
Line sheet included
Style names, codes, colourways, sizes, delivery windows and wholesale information laid out for orders, in the format showrooms and agents use.
From the atelier to the studio
For brands producing with us, finished samples go from the atelier to the studio without shipping, in time for sales campaigns.
Three uses from one shoot
Lookbook for buyers, images for press, and the on white set for ecommerce, planned together and delivered separately.
What lookbook production in Milan delivers
A lookbook is the sales document of a collection. Buyers, press and the ecommerce team all read it, and each of them needs something slightly different from it.
Lookbook for buyers, lookbook for press
Lookbook production in Milan with our team produces two documents from one shoot. The buyer lookbook shows every look clean, full length, front and back where needed, with the styles, colourways and delivery drops organised the way a wholesale appointment runs. The press lookbook shows the same collection with more attitude, cropped and sequenced for editors, with images sized for print and digital. Both are delivered as PDF and as a digital version the sales team can send from a phone.
Line sheet and digital line sheet
A line sheet is the lookbook with the data: style name and number, colourways, sizes, composition, wholesale and retail price where the brand wants to show it, minimums and delivery window. We build it from the same photography as the lookbook, on white or on model, and deliver it as a print PDF and as a digital line sheet buyers can order from. The line sheet is what turns a beautiful collection into orders.
Collection photography on white and on model
Lookbook photography is a discipline of consistency: the same light, the same distance, the same pose list across sixty looks shot over two days. We set the standard on the first look and hold it, with a stylist steaming and pinning, a fitting assistant, a digital tech and a live selection. The ecommerce set comes out of the same days, and the campaign is usually shot the day before or after with the same models.
Fabric, detail and finishing
Buyers want to see the fabric, the seams, the hardware, the inside of the garment. We shoot detail frames for every style, macro where the material deserves it, and for a collection produced in Italy we photograph the construction in the atelier: the hand finishing, the trims, the labels. These images carry the made in Italy claim in a way a sentence never does.
Lookbook on the launch calendar
The lookbook has to exist before the sales campaign opens, which means before the collection is finished in most calendars. We plan lookbook days around the sample delivery from the ateliers, shoot the first delivery drop first and add the second as it arrives, and deliver the buyer lookbook and the line sheet in time for the showroom and the fairs. For brands producing with us, the sample calendar and the lookbook calendar are the same document.
What the service includes
Everything is produced and coordinated by our team in Milan. Nothing is left for you to book separately.
From brief to delivery, in weeks you can plan around
- Week 01Brief and count
Number of looks, colourways, uses, sales calendar. We answer with a scope.
- Week 01Standard
Light, crop and order of the collection set with a test look.
- Week 02Preparation
Samples finished, steamed and sequenced. Models or mannequins booked.
- Week 02 to 03Shoot days
Studio in Milan, every look front and back, on white and details.
- Week 03Post production and layout
Retouching, colour, lookbook and line sheet layout.
- Week 04Delivery
PDF, web and files for sales, press and shop.
Timings depend on the number of looks. The lookbook is scheduled around sales campaigns and showroom dates.
Ways to work with us
- Collection on model, every look
- Layout for PDF and print
- Web version
- Lookbook plus on white set
- Line sheet with wholesale information
- Files for showroom and agents
- One production for all three
- Shared standard and crew
- Three deliveries
Every format is priced on the number of looks. The request form asks for your budget range so the first answer is already realistic.
One contract, from the fabric to the picture
Riccitelli Milano is a production agency first. We develop and manufacture collections in Italy, and that changes how we shoot them.
The samples are in our hands weeks before the shoot, so fittings happen on the real garment and the art direction grows with the collection instead of arriving at the end. The same project manager follows production and campaign, the delivery dates are aligned, and you sign one agreement instead of five. For brands producing in Italy from abroad, this is the shortest path between the first sketch and the first sale.
The problems brands bring us
- Sales"Buyers liked the collection and could not order from our material."
Lookbook and line sheet together, with codes, colourways, sizes and delivery windows next to every look.
- Timing"The lookbook arrived after the showroom dates."
Scheduled around the sales calendar, with samples coming straight from our ateliers when we produce.
- Consistency"Looks shot on different days look like different brands."
One standard set with a test look and kept for every day of the shoot.
- Budget"We shot the lookbook, then paid again for ecommerce."
The on white set is planned in the same production and delivered for the shop.
- Made in Italy"The buyer could not see why the price is what it is."
Detail shots of fabric, stitching and finishing give the made in Italy claim something to see.
Frequently asked
What is the difference between a lookbook and a campaign?
The campaign gives the mood and the brand world; the lookbook shows every look clearly, in order, for buyers and press.
Do you produce the line sheet as well?
Yes. Styles, codes, colourways, sizes, delivery windows and wholesale information laid out in the format showrooms and agents use.
Can the lookbook images be used for ecommerce?
The on white set shot in the same production is delivered for the shop. The lookbook on model can be used too, within the rights agreed.
Where do you shoot?
In studio in Milan. Samples from our ateliers go straight to the studio.
Do you also design the layout?
Yes. PDF, print ready and web versions of the lookbook and the line sheet.
How long does it take?
It depends on the number of looks. The scope states the schedule, planned around your sales campaign.
What content do you produce?
We produce lookbooks, campaign imagery and the visual content brands need across their channels, created to express the collection and the brand with clarity and impact, from concept through to finished imagery.
What makes your content different?
Because we design and produce garments, our content captures their true quality, fit and character rather than disguising them. This authenticity makes the content more credible and more compelling.
Do you produce lookbooks for buyers?
Yes. We produce lookbooks that present a collection beautifully while serving the practical needs of buyers and customers, balancing creative statement with sales function.
Is content aligned with our brand?
Yes. All content is created in line with your brand identity and creative direction, so imagery feels part of one coherent world, strengthening the brand with every piece.
Can you produce content for social media?
Yes. We produce versatile content that works across channels, from website to social media to wholesale, maintaining a consistent look while suiting each platform.
Does content connect to marketing and digital?
Yes. Our content supports marketing and connects to our digital and e-commerce services, ensuring imagery works across every touchpoint in a coherent way.
Request
Tell us how many looks and when the sales campaign starts
Services, timing, a short description and your budget range. You receive a dated reference straight away and a scope as soon as possible, in order of arrival.
The request opens on a dedicated page and takes about three minutes. Nothing is shared outside our team.