Clothing is one of the things people genuinely agonise over before a brand shoot, and while it is right to give it some thought, it is also very possible to overthink it. Here is the practical guide to getting it right without making it more complicated than it needs to be.
Start With the Right Question
The question is not “what do I want to look like?” It is “What do my clients expect to see when they meet me?”
Your brand photography should show you as people actually encounter you in a professional context. Not your home office attire on a quiet Tuesday afternoon. Not an aspirational version of yourself dressed for an occasion that does not really exist. What you wear when you walk into a client meeting, when you present to a room, when you are representing your business at its best.
That is what the photograph should capture, because that is what creates an authentic and credible impression.
The Colour Question
Colour choices matter, and they are worth thinking through, particularly if you are someone who uses colour deliberately in how you present yourself.
If you have a specific palette that works for you, and many people do, let us know before the shoot. It affects the backgrounds we choose and how we set up the space. The two need to work together, not fight each other.
For women who use colour prominently in their wardrobe, if you have seasonal variations, different colours for different times of year, it is worth discussing whether to incorporate that into the shoot. You might bring a few options, or plan shoots at different times of the year to reflect that range. Either approach can work.
The main principle is this: colour should reflect your personality. If strong colour is you, do not suppress it. Just give us the heads-up so we can make it work.
How Many Outfits to Bring
The short answer: at least one, and ideally a couple of extras as backup.
Even if you have a single outfit planned, bring one or two additional options. There are sometimes small things we notice on the day that make a particular item less ideal on camera than it looked in your wardrobe, and having an alternative means we can solve the problem without disrupting the shoot.
If you are on a larger package, say six images or more, consider bringing a different outfit for each look. That variety gives you more versatility in how you use the images, different feels for different contexts, and more choice when you are reviewing the proofs. We will have this conversation in the booking meeting, so you will come prepared.
Accessories: What Helps and What Does Not
Jewellery is an area where less is consistently more, and here is the reason.
When someone looks at your photograph, the first place their eye goes is your eyes. That is instinctive. It is how we connect with people, even in a still image. If there is a prominent necklace in frame, the eye goes there first. The connection is broken before it is made.
The same applies to large or long earrings. They draw attention downward and away from the face, which is exactly the opposite of what we need. If you wear earrings, small studs work perfectly. They do not compete.
Watches are a different case entirely. A watch sits away from the face, can be incorporated naturally into how you hold yourself, and often adds character to an image, particularly for men. If you have a watch that is part of how you present yourself, wear it.
Hair and Makeup
For most headshots and brand photography, people come as they normally are. That is usually the right call, because your photographs should look like you, not a version of you that only exists when a professional has been involved.
If you regularly use a makeup artist, or are at a level of public visibility where that is part of your normal preparation for presentations, talks, or TV appearances, then yes, we can arrange that. It makes sense when it matches the reality of how you are seen. Otherwise, come as you would on a day when you are meeting important clients.
One specific note on this: if you wear your hair differently for professional settings versus everyday, make sure you come with the professional version. Small things make a difference.
The Biggest Mistake on Shoot Day
Stripes. Specifically, very fine stripes.
When a photograph with fine stripes is reproduced at different sizes, particularly when it is scaled down, the stripes create a visual effect called moiré, which produces a wavy, flickering pattern that looks odd on screen and in print. It is distracting, it is unphotogenic, and it is entirely avoidable.
Larger, bold stripes are considerably less of an issue. It is the very fine, close-set stripes where the problem arises. If in doubt, go plain. A plain shirt or top will always reproduce well at any size.
This, along with a range of other practical tips, is covered in our headshot guide, which is worth downloading before your shoot.
Should You Wear Your Brand Colours?
If your brand colours are genuinely part of how you present yourself day-to-day, and if clients actually see you in those colours when you meet, then yes, incorporate them.
If your brand colours exist on your website and in your marketing materials but are not something you naturally wear, do not force it. Dressing in colours that are not really you, just to match a palette, will come across as slightly awkward, and that will show in the images. There is also a broader question worth thinking about: if your personal presentation and your brand colours are very different, that is a marketing conversation worth having separately.
A Note on Grooming
For men specifically: do not get your hair cut the day before the shoot. And definitely not on the day itself.
Freshly cut hair sits differently. It can be spikier, stiffer, and generally needs a few days to settle back into its natural style as the weight returns. A haircut two or three days before looks considerably better than one done the morning of the shoot.
The headshot guide goes into more detail on this and other preparation tips. Worth a read before you arrive.
If You Are Worried on the Day
Being self-conscious about your appearance in photographs is entirely normal. If you arrive feeling uncertain, the best thing to do is say so. Tell us, and we will make sure you have options.
This might mean we work through a couple of different looks, or that we approach certain shots differently. When you come to review the proof gallery, you will have choices rather than a single set to take or leave. Most people find that once they see the images, their concerns dissolve. The other thing people find is that they like more than one option and want to add extras, which is no problem at all.
The Most Important Advice
Be you. Wear something you are comfortable in, something that reflects how you genuinely present yourself to clients and professional contacts.
And if your go-to professional shirt or jacket is a few years old and starting to look it, consider buying a new one for the shoot. The difference a crisp, fresh item makes is surprisingly significant. It is not a big investment, and it will show in the images.
Download our headshot guide here for a full checklist of what to prepare before your shoot, or get in touch if you would like to talk through what you are planning.
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