Fashion e-commerce is undergoing a subtle yet significant visual shift. An increasing number of luxury and contemporary brands are moving towards minimalistic, hanger-based imagery—garments displayed simply against plain backdrops, hung on racks, or even subtly incorporating studio environments into their visuals. This stripped-back aesthetic places the garment’s design, fabric, and craftsmanship firmly at the forefront, resonating deeply with today’s audience craving authenticity and understated luxury.
This minimalist approach is more than a stylistic choice; it aligns perfectly with the broader movement towards ‘quiet luxury’ and authentic storytelling in fashion. Brands are recognising that highly curated, overly stylised visuals can sometimes distance the consumer. Instead, hanger-style shots project a sense of honesty and confidence in product quality, appealing to a sophisticated audience seeking genuine connections with brands they trust¹. For example, Daniel Simmons has effectively embraced this aesthetic, utilising premium essentials displayed simply hanging against muted backdrops, clearly showcasing luxurious fabrics and precise tailoring that resonate strongly with their audience.
Luxury houses like Loewe and heritage brands like GANT are leading the charge. Loewe’s recent campaign, shot by Juergen Teller, exemplifies this trend by utilising raw, minimal visuals that emphasise the garment’s intrinsic value². Teller’s candid, snapshot-style imagery strips away extraneous details, allowing the garment itself to tell the story.
Similarly, GANT’s 75th-anniversary campaign featuring Matt Dillon adopted an understated, casual elegance that conveyed authenticity and quiet confidence³. These campaigns underline how even prestigious labels are using simplicity and transparency to redefine luxury imagery.
Emerging contemporary brands, like Wax London, have also embraced hanger-based imagery in their e-commerce visuals. Wax London’s shoot, for instance, balanced product-focused photography on hangers with subtle studio elements, creating an engaging visual narrative that conveyed both artistic integrity and clear product presentation, reinforcing an approachable yet refined identity.
Parallel to hanger-style visuals, production-style photography is also gaining momentum. This approach deliberately includes studio elements—such as lighting equipment, backdrop edges, or stylist interactions—in the frame. The intent is to offer viewers a behind-the-scenes authenticity, making the imagery feel more approachable and relatable⁴.
CHÉ Studios provides an excellent example of blending these approaches creatively. LRP Studios’ shoot for CHÉ Studios combined polished e-commerce clarity with an editorial touch, integrating vibrant, editorial-style images with carefully styled hanger shots. This hybrid approach effectively communicated aspirational luxury alongside practical wearability, demonstrating how authenticity and aspiration can coexist harmoniously.
The success of these techniques lies in their careful execution. Rather than appearing unfinished, production-style visuals present brands as honest, transparent, and confident in their product. It transforms product images into compelling visual narratives, highlighting craftsmanship and authenticity.
Several market dynamics have converged to make hanger-style and production-style imagery particularly relevant today. The quiet luxury trend, popularised by understated elegance and exceptional quality rather than flashy branding, has become a significant driver⁵. Consumers, especially from younger generations, value subtlety, authenticity, and storytelling over overt advertising.
Additionally, minimalism’s resurgence in fashion has reinforced the appeal of simple, elegant visuals. This minimalist wave resonates deeply with audiences weary of visual overload, enabling brands to reconnect by focusing purely on product craftsmanship.
Practically, hanger imagery offers clear, unobstructed views of products, making them highly effective for online shopping experiences. Emotionally, these visuals speak to an audience increasingly drawn to genuine, transparent brand narratives, providing reassurance about the quality and authenticity of their purchases.
At LRP Studios, we're committed to staying at the forefront of visual storytelling, continuously exploring fresh, meaningful approaches. Hanger-style and production-style visuals represent an exciting direction, merging minimalism, authenticity, and commercial effectiveness.
As we move forward, expect to see this trend evolve further. The blending of polished visuals with candid behind-the-scenes elements creates richer storytelling opportunities, enhancing brand narratives in compelling, engaging ways. LRP remains dedicated to guiding our clients through these emerging trends, ensuring their visuals resonate authentically and memorably with audiences.
References:
¹ Vogue Arabia. “Quiet Luxury: Understanding the Appeal of Minimalism.” (2024).
² Fashionography. "LOEWE Fall 2024 Campaign by Juergen Teller." (2024).
³ Forbes. "GANT Celebrates 75th Anniversary with Matt Dillon." (2024).
⁴ Business of Fashion. “Behind the Scenes: Authenticity in Luxury Marketing.” (2024).
⁵ Vogue Business. “The Rise of Quiet Luxury and What It Means for Brands.” (2024).
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