Photographing and describing the cloth for online sales
Natural light, one close-up of the texture and one photograph of the drape — three things that show the customer what makes the cloth different, and none of them are retouched to look smoother than it is.
Most small labels sell at least part of their collection online, and the cloth has to do its work through a screen rather than in a customer's hand. That is harder with a natural-fibre blend than with cotton, because the whole point of the cloth — the texture, the drape, the fact that it is not a flat uniform surface — is exactly what a bad photograph erases.
Three things to get right, and the rest is polish.
- Natural light, not flash. The hemp texture reads much more clearly in daylight than under flash, and a photograph taken in direct sun shows the surface detail that makes the cloth distinctive. A flash photograph flattens the texture and turns the cloth into an anonymous soft weave.
- One close-up of the surface. Not just the garment on a model, but one image of the surface itself at close range, with the weave visible. The customer who is buying the fibre story wants to see the fibre. A photograph that shows the shirt but never the texture leaves the customer guessing what they are actually buying.
- One image of the drape. A garment hanging, moving or worn in a way that shows how the cloth falls tells the customer more about the cloth than any flat lay ever will. The Tencel™ share is what makes a fluid cut look expensive, and that only reads if the customer can see the cloth in motion.
On the description, three sentences that survive being read carefully. Himalayan hemp, grown above 1,800 metres, blended with Tencel™ for softness and drape. Hemp grows quickly with little water and biodegrades at the end of its life. The texture is part of the cloth — it softens with every wash and looks better after six months than it did on the hanger. That covers origin, sustainability and behaviour, and it says what the customer will actually experience rather than what the label wishes it could claim.
Two things not to do. Do not retouch the texture out in post — a customer who buys a photograph of perfectly smooth cloth and receives a visibly textured one will return it, and no amount of follow-up customer service recovers that. And do not use certifications as content without the paperwork. "GOTS certified" on a product page is a claim a customer can test; if the specific lot is not covered, the claim is a problem waiting to happen.