Clothing decides half of the result. Over 10+ years I've distilled a few simple rules that work for individual, family and business shoots.
Colors
Solid muted tones never fail: black, white, beige, grey, deep blue, wine. They don't compete with the face and don't date the photo. Bright neon colors cast reflections on the skin — use them consciously and sparingly.
Textures
The camera loves texture: linen, wool, silk, knit and leather read richer than flat synthetic gloss. One expressive material already makes the frame more interesting.
What to avoid
Large logos and slogans date the photo and steal attention. Fine busy patterns (thin stripes, herringbone) cause moiré. Heavily wrinkled clothes: the camera sees every crease, so iron everything beforehand.
How many outfits
For a one-hour shoot — 2, maximum 3 sets. More can't be done well; changes eat time. Fewer but considered looks: top, bottom, shoes, one accent (jewelry, glasses, belt).
Build the capsule in advance
Lay out full outfits at home with shoes and accessories, photograph them on your phone and send them to me — you'll arrive without doubts, and I'll plan light and locations around your colors.
By shoot type
For love story, coordinate looks with your partner in one palette — but not “identical”, so you read as a couple, not a team. For personal brand and business, go for more put-together, “expensive” silhouettes. For family, one palette across everyone (2–3 close shades), no matching T-shirts.
Shoes and small details
Shoes matter even if you think they will not be in frame: in full-length shots they almost always are. Keep jewellery minimal and meaningful, and nails tidy — hands show in close-ups. One considered accent beats five random ones.