Pick looks that show the range
The page takes up to five images, so each look has to earn its slot. Choose the looks that show the range of the collection, and drop near-duplicates. The rest belongs in the full product record, not in the lookbook.
Creative & DesignContent Creator
Digital lookbook: a shareable page for one collection
A digital lookbook presents a collection as a short sequence of looks, with enough detail in each caption for a buyer, editor or client to know what to ask next. It works when the order tells a story, every caption names the item and one key detail, and the selection fits on a phone without a long scroll. Choose the looks first, then write the captions, then decide what the reader should do next.
What people search
Digital lookbook: 210 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Lookbook: 6,600 average monthly searches.Google Ads Keyword Planner · 2026-10-09 · United States
Format notes
Choose the five looks before you write a word
Caption the look, not the mood
Each caption names the item, its color, one key material and the fit or use. Keep the adjectives for the concept statement. The page is a web presentation rather than a layout tool, so settle detailed typography and spacing in your design tool first. Buyers read captions to decide what to ask for, and a caption that names the item gives them something to ask about.
Leave prices out until they are confirmed
Wholesale and retail prices change between drafts. Add a price only after the price list is confirmed, and state its currency and the date it applies from.
Order the page for a phone
Some readers see only the cover and the first two looks on a phone before they scroll further. Put the strongest look second, then check that each caption reads in a short block rather than a long paragraph.
Section outline
Five parts of a collection page, with word budgets
Cover and collection name
Name the collection and its release window, and add one sentence on what ties the looks together.
40 wordsConcept statement
Two or three sentences on the design idea, written for buyers and editors rather than for the design team's internal notes.
60 wordsLooks
One image per look, five at most, each with a caption naming the item, its color and one material or fit detail.
150 wordsDetails and care
Sizing, materials and care notes, stated only where they match the product record you can name.
80 wordsNext step
One call to action, such as a request for the full line sheet or a showroom visit, linked to a request form or contact you control.
40 words
Total: 370 words
Weak and strong wording
Write captions a buyer can act on
Weak: A bold, romantic collection for everyone.
Strong: [Number] pieces in [number] colorways, built around [material] and [cut]. Release window: [month and year].
A count, a material and a window give a buyer something concrete. Mood words cannot be ordered from.
Weak: Great fit and beautiful fabric.
Strong: Relaxed through the body; [fabric] with [composition], as listed on the spec sheet dated [date].
Fit and fabric claims are checked by the people who buy. Tie each one to the record it came from.
Weak: Available soon in stores!
Strong: Open to wholesale accounts from [month and year]. Request the full line sheet through the link below.
A window and a named route tell the reader what to do. Soon gives them nothing to act on.
Weak: Sustainably made.
Strong: Made from [percentage] recycled [fiber], certified by [certifier name] under certificate [number].
An environmental claim needs evidence you can name. If you cannot name the source, leave the word out.
Mistakes to avoid
Four errors that make a lookbook harder to sell from
Repeating the concept under every image
The concept statement written again under each look wastes the reader's attention. Each caption should add one fact about its look.
Trying to fit a forty-look line into five slots
Five images cannot show forty looks. Pick the five that carry the range, then point the reader to the full set through the next step.
Fit and fabric claims nobody checked
A claim the spec sheet does not support can be found by the first buyer who checks it, and that buyer may remember the mismatch longer than the lookbook.
No next step after the last look
A reader who likes a look needs a path. Add one call to action, such as a request form, instead of ending on a closing image with no instruction.
Quality checklist
Check the collection before the link goes out
- The collection name and release window appear on the first screen.
- The page uses no more than five images, and each look appears once.
- Each caption names the item, its color and one material or fit detail found in the product record.
- No price appears unless the price list is confirmed, with its currency and effective date.
- Each fabric, fiber or sustainability claim is backed by a record you can name.
- The next step is a single call to action, and the form or contact it points to is live.
- The cover and the first two looks are visible on a phone without a long scroll.
Share the finished page
Send the team version first, then the public one
Team link
Send the team link to sales and production before anything goes public. The team can catch a wrong caption while the page is still limited to them.
Public link
Use a public link for buyers and press you have invited, once the collection is released to them. Remove production codes and cost notes from the captions and the outline first.
WhatsApp share button
Use the WhatsApp share button to send the link to a buyer who works mainly by message. Check the price and availability lines first, because a forwarded page reads as published.
Frequently asked questions
What makes a digital lookbook different from a printed one?
A digital lookbook is read on a screen, so it can run as one scrolling page with each caption close to its image. A printed lookbook can use a spread. Keep the same order and the same five-look selection in both, and write captions short enough for a phone.
What is the difference between a lookbook and a line sheet?
A lookbook shows the collection visually, with a small set of looks and their captions. A line sheet lists items, sizes, colors and terms in a table. Keep the line sheet for full product detail, and use the lookbook for the story and the range.
Is there a free digital lookbook template?
A ready-made file is not part of this page. Use the five-part outline above as the structure, then fill it with your own looks, captions and next step. A lookbook built from your own product records is more reliable than a generic layout.
How many looks can one digital lookbook hold?
Content Creator takes up to five images, so the page shows a selection rather than the whole collection. Point the reader to the full set through your next step, such as a request for the line sheet.
Can I send the lookbook as a PDF?
No. Content Creator does not export PDF files. Share the public or team link, or download the generated HTML file and send that file to the people who need it.
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How to build it
Follow the eight-step wizard: type, assets and description, images, branding, contact and call to action, Atty Suggestions, blueprint, and generate. Atty generates one HTML page in the background. Review it, then publish and share the page link or download the HTML file.
