What Is a Packshot?
A packshot is a clean, simple photo of a product on a plain background, usually white. It shows the product clearly, with nothing else in the frame. It's also called a product shot.
Common Packshot Formats for Clothing
Product packshot photography for clothing is usually done in one of these ways:
- Flat lay: the garment laid flat and shot from above.
- Ghost mannequin: shot on a mannequin that's removed in editing, so the garment keeps its shape.
- Hanging: the garment shot on a hanger against a plain background.
- Detail shots: close-ups of the fabric, buttons, labels, or stitching that support the main packshot.
What Makes a Good Packshot
- A plain background. White or light gray, with no props or shadows that take attention away from the product.
- Soft, even light. So the shape and texture are clear, without harsh shadows or shine.
- True color. The photo should match the real product, so shoppers get what they expect.
- A clear crop. The whole product is visible, centered, and fills most of the frame.
- The same setup for every product. Same angle, light, and crop, so the whole store looks consistent.
Why It Matters for Fashion E-commerce
Packshot photography is the basis of e-commerce product images. Packshots often appear on a product detail page and in marketplace listings. Marketplaces also have their own rules. On Amazon, for example, main images need a pure white background, and its guidelines ask for adult clothing to be shown on a model. Consistent packshots also make a store look clean and products easy to compare, which is the idea behind catalog photography.
Packshot vs. On-Model Photo
- Packshot: the product alone on a plain background. Shows details and color clearly.
- On-model: the garment worn by a person or an AI model. Shows fit and how it's worn.
Most fashion product pages use both: packshots for details, and on-model photos for fit.
With Generama
Turn Your Packshots Into On-Model Photos
Upload a flat lay or ghost mannequin packshot, choose the model, pose, and background, and Generama shows the same garment on an AI model.
Related terms
Frequently Asked Questions
Is a packshot the same as a product shot?
Yes, the terms are used interchangeably. Both mean a clean photo of a product on a plain background.
What is a packshot in advertising?
In advertising, a packshot is a clear shot of the product, often with its packaging or logo. In TV and video ads, it usually means the closing shot of the product.