So, you’ve landed your first lookbook shoot. You're blowing up, that's good, fantastic. Not only are you halfway through the Four Pins guide to blog megastardom that Jon Moy will write next week, but you’re about to play a crucial supporting role in shaping a brand’s “aesthetic”. I’m sure in the client meeting you were like, “Lookbooks are all the same. I think your brand demands something truly different.” But you read the Pinz, bro, and you know lookbooks—though essential to your particular niche brand, indie shop, collabo or capsule collection—are ubiquitous as shit. You see them literally every day. You may have had grand conceptual ambitions at the beginning, but as soon as you started game planning the shoot you knew you were doomed. Everything has been done before. Just accept that even the best lookbooks are some combination of only a handful of well worn tropes and key elements. The only real skill is in deciding which of those clichés best fits your abilities and client needs. Let’s explore your options.

Angelo Spagnolo is a writer living in Portland, Oregon. Read his blog here and follow him on Twitter here.