Single Item Shot: E-Commerce Detail That Builds Brand Distinction

Following yesterday’s publication on Loewe and e-commerce gaps, I’d like to highlight one point related less to the technical side of a collection page and more to how a brand’s character is conveyed online—using Loewe as an example, alongside Hermès and Dior. All three have been featured previously in this series of posts.

Let’s talk about the single item shot—in other words, a product photographed on its own, not styled into a full look or placed in a designed interior.

On Loewe’s official site, RTW pieces are shown hanging on hangers. A small detail, but one that adds a subtle personal touch to the presentation.

This approach matters not only for brands featured on multi-brand platforms, but also for those sold exclusively through their own site. Imagine being a customer browsing across various online stores—what sticks is the one that looks different.

At Hermès, garments seem to come alive, taking on sculptural, whimsical forms. This strongly echoes their visual language used in window displays (I once wrote about Hermès windows in 2Jour Gazette—here).

Dior currently presents pieces online without that kind of nuance. However, I remember around 7–8 years ago they used to show garments on Stockman mannequins (it inspired me to order one for home, but that’s another story). Interestingly, I still notice dress form shots in their current printed catalogs. Maybe it’s time to bring that detail back?

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A few insights about single-item shots that have come from extensive client work and years of online shopping:

1) A straightforward single-item shot is necessary. On Hermès site, some product pages show pieces only on the model, which isn’t always sufficient.

2) The image should be neutral—not stylized. Not sculptural like Hermès, not on a mannequin like Dior. Ideally, these images should appear at the end of the gallery, complementing more expressive visuals that convey brand character.

Why?

Clients and stylists often create outfit collages—to help justify a purchase or visualize the full look. For that, the product’s shape needs to be clearly visible.

Loewe’s subtle visual approach doesn’t distract from the garment form, so their hanger shots strike the right balance. For Hermès, however, it would be helpful to add one straightforward single-item shot alongside its existing imagery.