Flatshots are taken without the use of a mannequin – the product is photographed from above on a flat surface or on a hanger. Products with simple, uncomplicated cuts, such as t-shirts, dresses, pants or children’s clothes look especially good this way.
Flatshot photography works very well with brands whose aesthetics are associated with ease and lack of obligation. Linen fabrics, tracksuits, night pajamas or satin underwear are properly presented, while at the same time, the flatshots preserve their casual character.
In this type of photography there may be folds and small creases, which additionally emphasize the airiness of the presented clothes, but also highlight the texture and finish of the material. You can show welts, pockets and any binding in a natural way, as they would look on a mannequin or model.
Again as in the case of packshots, the presented products are photographed on a white background, thanks to which the object of interest is sufficiently exposed and the edges properly highlighted. The obligatory point is to use a smooth surface, the structure of which will not disturb the texture of the clothes. Moreover, in order to bring out the shape of the photographed object, one side is exposed more strongly to get the effect of a small shadow outlining the clothes. This is especially useful in case of lace, where there is a risk of getting too flat picture, where the subject blends with the surroundings, and the lace itself is deprived of its natural lightness.
FLATSHOT – ARRANGED PHOTO
A flatshot is a photo which to a large extent resembles an arranged photograph. Although it is not enriched with accessories and proper composition, the use of both photos is very similar. Many times you can see such photos on social media. It is an incentive to purchase for users, such as instagram users who, seeing a loosely placed product, identify with the company’s aesthetic and are eager to make a purchase. Flatshots are not as rigidly defined as the packshots we all know. In this type of photography you can see clothes not only laid on the ground, but also on a hanger or hanging on the ropes, thus resembling hanging laundry. Their casual character does not mean, however, that the products will look sloppy. Again, as in the case of packshots, clothes are ironed and properly positioned before being photographed. Then during the postproduction all imperfections and unwanted folds are smoothed out, removed, until the effect satisfies the client.
Flatshots are a great way to add variety to a lookbook, they also work well as additional images for websites and social media.