Studio Notes
Casting for fit, not for feed
A cast chosen for follower count will flatter the algorithm and undersell the garment. Here is the brief we actually send to agencies.
Naomi Okafor
·
5
min read
There is a version of casting that optimises for reach and a version that optimises for fit. They produce very different images, and only one of them sells the garment.
What we send agencies
Our brief leads with measurements and posture, not references. We specify the sample size we are actually shooting, the range of heights the collection was drafted for, and — critically — how the garment is meant to move. A coat cut for volume needs someone who can carry volume.
Where the feed argument breaks
A cast with a large following will produce reach on the day of launch and very little afterwards. The images live in the wholesale deck, the product page and the retailer’s own marketing for eighteen months. Cast for the eighteen months.
Naomi Okafor
Art Director
Naomi shapes the visual grammar of each season: typography, sequencing, colour and the way a garment is allowed to sit on the page.
