The Luxury Code: Less, Slower, Closer
Luxury isn’t loud. It’s controlled. The visual language signals time, craft, and restraint. Here’s a template you can apply to shoots, edits, and social.
1) Light & Negative Space
Great luxury shots feel like they have room to breathe.
- Hard rules: One subject per frame; generous margins; soft gradients; protect highlights.
- Setups: Half‑silhouette window light, bounce fill with white foam, negative fill with black card for edge definition.
2) Texture & Macro
Show the weave, the stitching, the patina. Macro shots become proof of craft.
- Angles: 45° raking light to reveal texture; avoid harsh specular hotspots.
- Post: Add tiny contrast in mid‑tones; avoid excessive clarity that looks clinical.
3) Pacing & Edit Rhythm
Premium feels slower. Hold shots an extra beat. Use J‑cuts to lead sound into the next scene. On social, design sequences: detail → context → human moment.
4) Colour Discipline
Two core tones plus one accent keeps the feed coherent. Use the accent sparingly (CTA, signature object, or season marker).
5) Typography Hierarchy
Use a refined primary (serif or neo‑grotesk) and a humanist secondary. Track out caps slightly for air; keep body 16–18px.
6) Motion that Serves Meaning
Micro‑interactions should feel like the object’s physics. Cushiony easing for leather; crisp snap for machined metal.
7) UGC, Curated like a Gallery
Repost sparingly and on brief. Provide mood, angles, and colour guide to creators; require raw files for grading continuity.
8) Scarcity & Ritual
Show limited runs via numbering, behind‑the‑scenes finishing, or drop countdowns. Build rituals: unboxing cloth, care card, handwritten note.
9) Measurement that Respects Brand
Track brand lift and quality engagement (saves, DMs, wishlist adds), not vanity views. Pair with cohort‑based revenue.
Luxury Shoot Checklist
- Call sheet includes texture list (what to capture macro)
- One hero light + one fill; reflectors ready
- Palette locked; wardrobe & props aligned
- 3 “ritual” shots planned
- B‑roll for silent‑first cuts
FAQ
Quality beats frequency; 3–4 precise posts/week outperform daily filler.
Shoot master in 4:5 and 16:9; compose for 9:16 derivatives.
Invest in a colour‑true monitor and time for grading.