What to Wear for a Personal Branding Photoshoot: A Practical Guide for Women Who Want to Look Like Themselves
by Claire Ballard | byBALLARD
I've been photographing personal branding sessions and headshots in London for over ten years. After photographing hundreds of women across London and the South East, this is the question I'm asked more than any other.
You've booked your personal branding photoshoot in London. You know what you want: professional, natural images you'll actually be proud to use. And then you open your wardrobe and find yourself wondering... ‘what on earth should I wear?’
Everything feels either too formal, too casual, too "last year," or just, not quite right.
What you wear can have a bigger impact than you might think, not just on how your photos look, but on how you feel during the shoot. These images are often the first time many of your clients will see you. And, first impressions really do count.
So here's my honest, practical guide to getting it right. Wearing something that makes you feel confident is definitely part of it, it's the starting point. But confidence alone isn't a wardrobe strategy, so here's some specific guidance to back it up.
Start with your brand, not your wardrobe
Before you touch a single hanger, ask yourself: what do I want people to feel when they look at these photos?
If you're in the corporate world, you might want to project authority and trust. If you're a wellness coach, warmth and approachability. If you're a creative, perhaps something more expressive and individual.
Your clothes should support that feeling. This is the foundation of the outfit decisions you make for your shoot.
Wear something you love
This sounds obvious, but it's worth saying. Wear something you love and feel genuinely comfortable in. Being at ease in what you're wearing makes a real difference to how relaxed you feel in front of the camera, and that comes through in the photos.
How many outfits do you need?
This really depends on what you need the images to do for you. All of my packages include a change of outfits because I think it's important to have both options and pace. My starter package includes two outfits, and for that I'd suggest thinking about them like this:
Outfit one: your signature look: the one that feels most like you, the outfit you'd wear to a pitch, a keynote, or a client lunch. This is often the one that ends up as your hero shot.
Outfit two: your relaxed look: still professional but softer. Perhaps a great blazer with jeans, or a shirt in a colour you love. These images tend to work brilliantly for social media and blog posts.
If you choose one of my fuller personal branding photography packages, you'll have more scope to play with outfits and explore different looks. We'll go through all of this together on your pre-shoot prep call so nothing is left to chance.
For a headshots-only photoshoot, one or two outfits are plenty.
Colours that work on camera (and some that don't)
Colours that photograph well
Mid-tone neutrals, think navy blue and mid-grey, are universally flattering and suit almost everyone. Jewel tones, so deep teal, rich burgundy, cobalt blue, forest green, are reliably strong on camera. Warm neutrals like camel, terracotta, and warm white feel polished without being stark. Soft dusty shades, including blush, sage, and lavender, work beautifully for a softer, more approachable look.
I do have one go-to piece of advice regarding colour that I share with every client. I'll save that for your discovery call! Where we’ll also discuss the venue and what colours will work with the location we’ll be using.
Colours to approach with caution
Bright white can blow out in strong light and sometimes reads as harsh against skin. Very pale grey can appear flat. Neon shades tend to cast a colour glow on your face depending on the lighting, and cloths that are the same colour as your skin tone, can look as though you're not wearing anything at all!
Colours to generally avoid
Very busy patterns, bold stripes, large checks, heavy florals, draw the eye away from your face, which is where we want the attention. The exception is if you're known for a flamboyant look and this is your signature style. Small delicate prints can sometimes create a visual vibration on camera (this is called a moiré effect). When in doubt, go for solid colours or simple, subtle texture.
The practicalities most people forget
Check the fit. Clothes that fit well always photograph better. Ill-fitting clothes, whether too loose or too tight, can affect how you look in ways that aren't always obvious on a hanger. Very loose clothing can add volume around the shoulders and neckline; too tight and you risk visible pulling at seams and buttonholes, which can really show in photos. Select your outfits well in advance and actually try them on. Sit down in them. Reach your arms out. Make sure nothing pulls, rides up, or gaps.
Iron or steam everything. Creases that seem minor in real life become very visible in photographs. It's worth taking five minutes.
Bring layers. A jacket or cardigan that you can take on and off, a scarf, a shirt worn open over a top. These will give us more variety on the day without needing a whole extra outfit.
Think about necklines. V-necks and scoop necks tend to be flattering in photos. Very high necklines can sometimes feel visually heavy, though this always depends on the person and the look we're going for.
Don't forget what's underneath. If you're planning to take a jacket off, make sure what's underneath is camera-ready too.
And whilst I’m on the subject of what’s underneath (although this is concerning what’s underneath the underneath!), if you’re at all worried about any lumps or bumps, then a great fitting bra and a good pair of spanx can do wonders! Honestly, it’s amazing how they can just make everything a little bit smoother.
Think about your whole outfit, including shoes. Unless you're having a traditional headshot session (just shoulders and head), I shoot a variety of images from full length to close up, so think about your complete look.
Consider getting some wardrobe advice. If you'd like to use this as an opportunity to revisit your wardrobe, or simply want a second opinion on what would work for you, I have some excellent stylists I can recommend.
Jewellery, accessories, and the small details
Less is usually more, but "less" doesn't mean none.
A statement piece, a good pair of earrings, a classic watch, a meaningful necklace, can add real personality without overwhelming the image. Think about whether your accessories align with your brand: delicate gold for understated elegance, bold geometric for creative confidence, classic pearls for timeless authority.
Props and other accessories can also play a strong role in personal branding shoots when they're relevant to your story. A beautifully worn leather notebook, a favourite mug, the tools of your trade, a pet, even a glass of wine. The devil is in the details, and all of these things can help tell your story. And don’t worry, we'll also talk through what props make sense for you on your pre-shoot prep call.
Hair and make-up: my honest advice
A question I'm often asked is whether you need a hair and make-up artist. My answer is always the same: come however you would show up to a client meeting. If you don't normally wear make-up, you don't have to start now. Plenty of my clients prefer to go without and they look absolutely gorgeous.
If you do wear make-up, think of it as a slightly more considered version of your everyday look, as if you were going out for a nice lunch. Now is definitely not the time to experiment with new trends.
If you're considering a professional MUA for your shoot, it can be a genuinely worthwhile investment. It removes one thing to think about on the day, and a good make-up artist understands how to work for the camera. I can recommend people I've worked with extensively if that's helpful.
On hair: if you're planning a haircut before your shoot, give it enough time to settle. I'm never happy with my hair as soon as it’s been cut. For me, it always takes about two weeks before it feels right. If you're someone who loves your haircut immediately, timing it closer to the shoot works well. But either way, now is not the moment for a dramatic change. Wear your hair in a way that feels like you.
The thing nobody quite says out loud
Here's what I've noticed after photographing hundreds of women: the preparation matters far less than you think it will, and far more than you think it will, at the same time. Getting the practical things right gives you one less thing to worry about on the day. But the photos that genuinely stop people in their tracks? They're never really about the outfit.
All of this preparation matters, and it's exactly why we spend time before your personal branding photoshoot in London going through everything together. Not just what you do, but who you are, how you want to come across, and what will make you feel most like yourself on the day.
The most powerful personal branding photos I've ever taken aren't always the ones where the outfit was perfect. They're the ones where the person in front of the lens was simply, genuinely themselves.
That's always what we're working towards.
Your pre-shoot wardrobe checklist
Use this in the week before your session:
Two or three outfits pulled out, tried on, and checked for fit
Everything ironed or steamed
Layers identified for each outfit
Accessories chosen and laid out alongside each look
Shoes selected for each outfit
Hair plan confirmed (and appointment booked if needed)
Make-up plan decided, including whether you're using a professional MUA
Any props or meaningful objects set aside to bring on the day
One backup outfit in the bag, just in case
If you're thinking about booking a personal branding photoshoot in London, get in touch here, and let's have a chat.
Claire Ballard is a London-based personal branding photographer known as "the photographer for people who hate having their photo taken." She works with women entrepreneurs, business owners, coaches, and professionals across London and the South East to create natural, confident images they're genuinely proud to use.
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