When Comfort Meets Camera: What to Wear for Brand Photos You’ll Love
- Liz Devonshire
- 4 days ago
- 7 min read
It’s understandable; you’re investing in a brand photoshoot, so you want to look your best. For some people, the instinct is to shop for an outfit that will look special, get a great haircut, maybe even use a makeup artist, even though you never usually do. But is that really you?
Trying something new often leaves people feeling uncomfortable, and that’s the last thing we want when you’re in front of the camera. When you’re feeling uncomfortable, you’re not letting us see the amazing and experienced professional your clients will get to work with.”
I understand the butterflies that appear when that lens points your way. Having been on both sides of the camera many times, I know the feeling of “what do I wear?!” all too well.
I’ve created this guide to help you make clothing choices that will make you feel confident, look authentic, and showcase your brand beautifully in your upcoming brand photoshoot.
The Complete 7-Step Guide to Brand Photoshoot Clothing for Small Business Owners
1. Thinking About Your Brand Image
Before you even open your wardrobe, let’s consider your brand’s personality. Are you the approachable expert? The creative professional? The trusted support? Or something else?Your clothing should be an extension of your brand values. We looked more deeply into brand values in my blog with graphic designer Sharon Davidson.
Once you Know how you want to be seen, you can ensure your outfits make sense to your target audience. Ask yourself:
● What impression do I want to make on my ideal clients?
● What level of formality is expected in my industry and does that fit my brand?
● How do my ideal clients dress? Would they feel comfortable working with someone dressed as I am?
Remember, authenticity will always be more important than someone else’s idea of “professionalism”. This is about the real you! If you’re a beach-loving life coach who works with free spirits, a stuffy suit will create a disconnect rather than a connection. Of course, if you’re a financial advisor, you need to consider that board shorts might not inspire confidence-unless your niche is financial planning for surf instructors!
These photos are going to appear on your website, social media profiles, marketing materials, and perhaps even print publications. They need to be versatile while providing a consistent representation of your brand.
2. Working with Your Brand Palette
The colours you wear aren’t just about looking good. Just like you’ve considered your brand values and personality, you need to think about brand colours.
Whether you’re using them on your website or social media, your photographs will consistently appear alongside your branding colours. Make sure your outfit choices complement, rather than compete with, them.
I wrote a post on the use of colour in brand photography, but here’s the quick version: colours communicate emotions and ideas. Blues convey trust and stability, yellows radiate optimism, greens suggest growth, and so on.
If your brand features calming sage green and soft terracotta, wearing a bold electric blue outfit will create a visual discord. Instead, think about:
● Incorporating your brand colours in your outfit, being careful not to let them overwhelm.
● Wearing neutrals (white, cream, black, grey) that allow your brand colours to shine.
● Adding brand colours through accessories like scarves, jewellery, or ties.
● Choosing complementary colours that enhance rather than match your brand palette exactly.
When it comes to patterns versus solids, solid colours generally photograph more reliably and keep the focus on you rather than your clothing. That said, a subtle pattern can add interest without distraction. The key word is “subtle”—avoid anything that might appear to “vibrate” on camera.
Different skin tones shine in different colour families. As a general rule:
● Warm skin tones (yellow/golden undertones) look radiant in warm colours like peach, coral, amber, and olive green.
● Cool skin tones (pink/blue undertones) shine in jewel tones, crisp whites, and cool blues.
I always love it when a client is able to pull together a natural, welcoming look, with a simple accessory that ties it to their brand, effectively bringing their branding to life.
3. Finding Inspiration
Before your shoot, I always recommend creating a collection of brand photos that resonate with you. Pinterest is perfect for this, or even a folder of screenshots on your phone.
What is it that attracts you? Is it the relaxed, approachable feeling? The confident posture? Perhaps it’s the way outfits seem professional while still being warm?
I would never suggest you duplicate these images. Instead, we’ll work out what elements speak to you and why. It might be the way a particular neckline frames the face, or how layered outfits create visual interest.
It can be useful to follow photographers and brands with aesthetics you admire, providing you with continuous inspiration. Remember, though, it’s not just what they wear, but how they wear it. Confidence can make a simple outfit look fabulous.
Talk to your photographer about these inspirations and be specific about what you like. “I love the relaxed but put-together feel of this image” is more helpful than “I want photos exactly like these.”
4. Environment and Pose Considerations
Different shooting environments demand different clothing choices. A windswept beach session requires different considerations than an office shoot.
My post on posing with confidence dives deeper, but here are key considerations:
● If you’ll be sitting: Test your outfit sitting down before the shoot. Some skirts ride up, some trousers bunch awkwardly, and some shirts pull when seated.
● For outdoor shoots: Think about the weather. That floaty dress that looks gorgeous on a sunny, still day might become a wrestling match when there’s a breeze.
● Consider your movement: Make sure your clothing allows for your natural motion. Fitted jackets can restrict arm movement, and overly tight clothing can limit your flexibility.
● Layering gives you versatility: A simple outfit can be transformed with the addition or removal of a jacket, scarf, or accessories. You can have many more looks without needing to make full changes.
One client I worked with wanted images that were both professional and approachable. She brilliantly used a single base outfit of well-fitted trousers and a simple top and was able to transform it completely with different layers: a structured blazer for a professional look, a relaxed cardigan for more approachable content, and a bright scarf for more creative pieces that popped.
5. The Comfort Factor: Why New Isn’t Always Best
When investing in your brand photography, the temptation to buy a whole new wardrobe is strong. My advice: resist it! Instead, wear clothes you know work well for you—items that have passed these essential tests:
● The Sitting Test: Can you sit comfortably for extended periods?
● The Movement Test: Can you move, reach, and gesture naturally?
● The Confidence Test: Do you feel like the best version of yourself?
To create impact:
● Make sure outfits are cleaned or tailored for a refreshed look.
● You can borrow statement pieces from friends with similar taste.
● Consider updating your accessories rather than entire outfits.
I find that the most successful photoshoots often feature clients wearing their “greatest hits”, the reliable pieces they reach for when they need to feel both comfortable and confident. Think about what that means for you.
6. Authenticity Matters, Thinking About Your Hair and Makeup
The day before your brand photoshoot is not the time for a dramatic haircut or colour change. If your clients don’t recognise you from your photos, it breaks their trust rather than building it.
For makeup and hair, you have options:
● DIY Approach: If you’re comfortable doing your own makeup, just remember that photography requires a more defined application than everyday wear. Cameras can wash you out slightly, so adding a bit more blush, slightly stronger brow definition, and a subtly bolder lipstick than your everyday choice will accentuate your features without looking overdone.
● Professional Help: A professional makeup artist experienced in photography makeup (not wedding or evening makeup, which is different) can be a great investment. If choosing this route, however, schedule a trial. If that’s not possible, make sure you’ve had very clear conversations about what you want and expect.
● The Middle Ground: Some clients book a counter session at a department store for makeup application, then adjust if needed.
Which is the best approach for you?
The golden rule: You should look like yourself on your very best day, not like someone else entirely.
7. Tips to Bring It All Together
Once you’ve chosen your outfits, it’s time to create a simple shot list that pairs each outfit with specific locations or poses. This helps the shoot flow smoothly and ensures nothing gets forgotten in the excitement. If you work with me, we’ll do this work together.
Practical preparations make a difference:
● Steam or iron everything the night before.
● Bring a lint roller (especially if you have pets!)
● Pack a small emergency kit: safety pins, clothing tape, stain remover pen.
● Consider comfortable shoes for between shots if you’re wearing heels.
● Bring more options than you think you’ll need, it’s better to have choices.
If your shoot involves outfit changes, talk to your photographer about logistics beforehand. It’s important we plan your shoot to ensure you get the pictures you want and have somewhere in mind for quick clothes changes.
Thinking about the timing of your shoot day will avoid you feeling rushed. If possible, don’t cram your session between other appointments—a relaxed energy will produce much better photographs.
Be Yourself… Your Best Self
Sometimes, you don’t want that new clothes feeling - adjusting and pulling, never quite getting comfortable. Instead, when you’re having your photo taken, think about which clothes you trust.
Think about that feeling you get when you zip up your favourite outfit, the one you wear for presentations, new client pitches, to feel comfortable and confident.
The most compelling brand photographs don’t come from perfect outfits—they come from the confidence that shines when you feel comfortable in your skin and your clothes.
Your brand deserves photography that captures its true essence, and that happens when you show up as your best self - the version that’s had enough sleep, a good hair day, and is wearing something that makes you feel fantastic.
If you’re thinking about a brand photoshoot with personalised support and even outfit advice, let’s chat. Together, we can bring your brand to life through photography that feels authentically and unmistakably you.
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...or if you want to chat through your options for professional photography for your business or how you might be able to use branding photos effectively in your business, I’d love you to get in touch.