Dune London - Brand Communications Guidelines

LOCAL CONTENT • PHOTOSHOOTS

Preparing The Product • Always aim to use UK 4 women’s size shoes, and UK 8 men’s size shoes. • Handbag straps should be positioned naturally or held with a clear wire/thread which must be retouched out in editing. • Laces should be tucked into the shoe, never tied with a bow. • Straps on sandals that cannot support themselves should be held up with clear wire/thread which must be retouched out in editing. • Insert stuffing into handbags and shoes where required to help keep their shape. • Single shoes in group shots should all be of the same foot. I.e. all left or all right. • Product should be in good condition, and with all price stickers/tags removed. Setting Up The Shot • Always set up a shot to fit the widest and tightest specifications of the channels it is intended for. E.g. for social media posts this should be square. • Props and product styling should be appropriate to the target customer. • Product should be positioned aesthetically, in a way that feels natural but considered. • Where possible set up the shot to showcase the strongest features or selling point of the shoe. E.g. heel details. • Do not position the inside or sole of the shoes towards the camera, unless to demonstrate a special feature. • Avoid including more than 3 items in a shot except when shooting a cohesive product story or group E.g. various colours of the same shoe. • Shoot product on contrasting surfaces to help them stand out in the image. Styling • If clothing is used it must feel premium, current and age appropriate. • Clothing should always showcase Dune London product and never obscure it or any special features. Keep clothing choices simple and on-trend, but tasteful. • Do not use clothing featuring any obvious branding, logos or slogans. • Do not use distressed, studded or embellished denim – keep it simple.

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