How to keep one model across your whole catalogue

A catalogue shot on one model reads as one brand. When the body, light and crop stay the same from page to page, only the garments change, and a shopper comparing two jackets compares the jackets rather than two photoshoots.

It is also simpler to run. Each new drop starts from decisions you have already made, so the work is preparing photos and checking results, not choosing a look again. And because Glammo's models are fictional adult AI models, there is no booking to make and no diary to fit around.

The trade-off is variety. One face across hundreds of products can feel repetitive in a campaign, which is why the product pages keep the model fixed while campaign frames are free to change scene and mood.

Write a one-page record of your house look and keep it where everyone who makes images can find it. It should name the model, the scene for product pages, the aspect ratio, the views each product gets and the packshot background: white, ivory or light grey, floating or laid flat.

Add an approved reference image for each view: one full-length main image, one other angle, one detail and one packshot. When a new drop comes back, these are what you compare it with. A written rule such as 'leave a little space above the head' is useful; a picture of it is better. Name each reference file after the view it shows, so nobody has to guess which one to match.

Review the record once a season. If you change anything, note what changed and when, so older images can be matched or replaced later.

For product pages, pick a studio scene whose colour suits your brand without fighting your garments. Glammo has 22 studios, from pale neutrals to strong colour. Test the scene with your lightest and darkest pieces: a white shirt can lose its edges against a pale backdrop, and a black dress can sink into a dark one.

Then fix the framing. Use full length for main images, so every product shows the whole outfit at the same scale, and keep one aspect ratio across the catalogue: 4:5 by default, or 1:1 if your theme shows squares. Packshots follow their own rule, square by default on a neutral background.

Some garments need a closer look, such as the stitch of a knit or the collar of a shirt. Make those crops extra views and keep the full-length main image the same for everything.

Keep fixed: the model, the product-page scene, the aspect ratio, the framing of each view and the packshot background. Those are what a shopper sees side by side in a collection grid.

Free to change: the scenes for campaign and social frames, the mood of a season, and the clips you make for the lead pieces. A winter campaign can move your model to a snowy terrace while the product pages stay in the studio. Seasonal photos without a reshoot

Even with every setting fixed, small differences can creep in between images, in the face, the light or the crop. Review each drop against your reference images rather than against the previous drop, so small differences don't add up over the months.

Add a model when you add a range your brand model can't represent: menswear alongside womenswear, a curve or petite range, or a line for an older customer. Give each model a range and keep them to it, so the second face becomes part of the system rather than a break in it. Models over 40

Each shoot takes one model, so run each range as its own shoot with the same scene and framing. The ranges then still look like one store. Introduce a new model with a whole range at once rather than product by product, so shoppers can see the change is deliberate. Choosing a brand model