Fashion e-commerce is one of the fastest-growing segments of Italian retail. Zalando, YOOX, Farfetch, Luisaviaroma, Mytheresa and thousands of brands with their own online stores produce huge volumes of photographic content — product pages, digital lookbooks, social campaigns, newsletter and advertising content. The requirements of this type of production differ from traditional editorial photography: fast pace, high volume and precise technical specs dictated by the platforms.
On-model for product pages: the worn garment photo is the primary conversion driver in fashion e-commerce. Models must quickly put on and enhance each piece while maintaining standard poses (front, 3/4, detail) that allow the graphics team to remove backgrounds and standardize images. Speed and professionalism during outfit changes are essential — a full e-commerce shooting day can involve 80–150 outfit changes.
Ghost mannequin (invisible mannequin): a technique in which the garment is photographed on a model, then the model is removed in post-production leaving the item in a three-dimensional form. Requires models with a neutral build and the ability to hold precise postures for post-production reconstruction. Widely used for shirts, jackets and structured garments.
Social and lifestyle multichannel content: beyond product pages, e-commerce brands produce content for Instagram, TikTok, Pinterest and newsletters. These require models and talent who can pose naturally in everyday contexts (streets, cafés, interiors) and often shoot short videos naturally in front of the camera. See our guide to casting for digital advertising and social media.
Diversity and inclusivity: leading platforms and forward-thinking brands require shoots featuring models of different ethnicities, sizes (including curvy and plus size) and age groups. TOAgency has a broad and diverse talent database. See also our guide to plus-size and curvy models for fashion campaigns.
E-commerce productions stand out for their daily volume. A mid-size brand may need 2–3 shooting days per month with the same model profile to ensure visual consistency. We offer ongoing packages for brands requiring recurring shoots, with dedicated rates and reserved “house” models.
Fill in our B2B quote form specifying: content type (on-model/ghost/lifestyle/social), estimated daily volume, sample size, any diversity requirements, frequency (one-off or recurring). We reply within 24 hours.