Fashion Lookbook Photography:
A Year-Long Creative Partnership
63 Looks. 9 Shoots. The 2025 JUS10H Tokyo Lookbook Project
Over the course of 2025, designer Justin Haynes brought a rotating cast of models into his studio to build the official JUS10H lookbook for the Tokyo Fashion Council. The brief was the same every time. The results never were.
The Brief Was Simple.
The Execution Was Not.
Every shoot in this project began the same way. A pink background. A model in a JUS10H look. A pose that was still, precise, and clothing-forward in the tradition of the Tokyo Fashion Council lookbook standard. That was the brief, and it held across all nine sessions throughout the year.
What changed was everything else. The collections evolved. The models rotated. The patchwork that runs through every JUS10H garment appeared in different fabrics, different scales, different color combinations with each new shoot. A herringbone paired with glen plaid. A tartan set against tie-dye. A bubble knit anchored by paisley. The constant was the discipline of the frame. The variable was everything inside it.
The background colors you see across these galleries are not the original pink. After each shoot, the backgrounds were shifted individually for each look, chosen to hold a conversation with the specific colors and textures of the clothing in that frame. Light blue to lift a camel and rust combination. Sage green to ground an olive and navy pairing. Lavender to bring out the purple tones in a tartan patch. The color work happened in post-production but it was planned before the shoot, not discovered after.
One Collection.
Many Conversations.
What becomes clear across a year of shooting is that JUS10H is not making clothes for a single kind of person or a single kind of occasion. The range in this collection moves from a silver sequin blazer worn with wide leg denim to a tie-dye longline shirt over green trousers. From a multicolor patchwork overcoat that contains an entire season's worth of pattern to a two-tone denim vest worn with the simplicity of someone who knows exactly what they are doing.
The patchwork is the through line. It appears in every look, but it never repeats. Tartan against tie-dye. Toile against tweed. Houndstooth against sequin. Each pairing is a small argument about what belongs together, and the collection's consistent answer is that more belongs together than most designers are willing to try.
The background colors in this gallery continue the same logic as the first. Each was chosen after the shoot to speak directly to the clothing in that frame. Not to match it, but to hold a conversation with it. A lavender background does not match a silver sequin blazer. It completes it.
The Lookbook as a Living Document
A lookbook is supposed to be definitive. Here is the collection. Here is how it looks. Here is what the designer intended. The 2025 JUS10H Tokyo lookbook does all of that and then keeps going.
Across these shoots, the work accumulated into something closer to a portrait of a designer in motion. Garments that reference travel, with city names hand-lettered across denim. Silhouettes that appear in one form and then return in another, the same blush waterfall coat worn two different ways in two different frames. A teal coordinate set that needs nothing added to it. A geometric dress paired with snake-print appliqué that has no business working as well as it does.
What holds it together is not a single aesthetic or a single mood. It is a consistent point of view. Justin Haynes knows what he is looking at when he puts a plaid patch against a metallic fabric or ties a denim bow at the neck of a cream coat dress. The decisions are specific. The results are unmistakable.
63 Looks.
One Point of View.
By the time a project reaches its final frames, you can usually see where the energy started to thin. The early looks carry the ambition and the later ones fill in the gaps. That is not what happened here.
The final gallery of this project contains some of its most considered work. A gray double-breasted trench coat layered with crocodile, houndstooth, striped, and geometric patchwork panels. A graphic jacket printed with stars, snowflakes, and triangles paired with wide leg black trousers. A white coordinated knit set where the patchwork panels on the jacket and trousers mirror each other with a precision that took planning. A holographic JUS10H logo denim jacket worn over navy slim trousers with floral embroidery. These are not filler looks. They are statements.
What nine shoots and sixty-three looks produced was not just a lookbook. It was a content library, a body of visual work that could be drawn from across an entire year for editorial placements, billboard campaigns, social media, and press. The images you have seen here are the official lookbook. What they made possible is a different story entirely.
What the Content Library Made Possible
Between every mannequin-still lookbook frame, there was time. Time while other models were being dressed and styled. Time that could have been left unused. Instead it was captured, directed, and kept.
The alternate images from this project, taken in the same sessions on the same backgrounds, went on to appear in international magazine publications, on billboards in Times Square and cities across the country, and in PR campaigns that kept the JUS10H brand visible throughout the year. None of those placements required an additional shoot. None required another setup fee, another studio booking, another session. They came from the content that already existed because someone planned to capture more than the minimum.
That is what a long-term creative partnership produces. Not just the images you asked for. The ones you did not know you would need.
Work With a Fashion Photographer Who Thinks Beyond the Brief
If you are a designer, a brand, a boutique, or a PR team looking for a photographer who understands that a single shoot can produce a full season of content, this project is the clearest example of what that looks like in practice. The lookbook is the beginning. The content library is the point.
Work like this starts with a conversation.
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