What to Wear for a Branding Photography Session (So You Feel Confident, Comfortable, and Like Yourself)
One of the most common worries clients have before a branding session is wondering what will work best for their brand images.
The good news? You don’t need a whole new wardrobe, you don’t need to dress like someone you’re not, and you definitely don’t need to overthink this. The goal isn’t to look trendy or over-styled. The goal is to look like you — confident, professional, and aligned with your brand.
Here’s how I guide my clients through what to wear for a branding photography session, and how to choose outfits that actually photograph well and feel good.
First: Start With How You Want to Be Perceived
Before you pull anything out of your closet, ask yourself this:
How do I want someone to feel when they land on my website or Instagram?
Most people want their brand images to feel approachable, professional, calm, creative, and trustworthy, polished, but not stiff.
Your outfits should support those feelings, not fight them.
If something technically looks good but makes you feel uncomfortable, restricted, or like you’re pretending to be someone else, it will show. Comfort equals confidence, and confidence photographs beautifully.
Choose Neutrals First, Then Add Personality
Neutrals are your best friend for branding photos. They photograph well, age well, and make your images easier to use across your website and marketing.
Great neutral options:
Cream, white, ivory
Beige, camel, tan
Soft gray
Black
Denim
Once you have a neutral base, you can layer in personality with:
Texture (knits, linen, denim, leather)
One or two brand colors
Simple patterns (nothing too loud or busy)
Think intentional, not boring.
What to Avoid (This Matters More Than You Think)
A few things I almost always recommend skipping:
Large logos or obvious brand names
Tiny, high-contrast patterns (they can photograph strangely)
Neon or super-saturated colors
Anything you’re constantly adjusting or tugging at
Trendy pieces you won’t like in a year
If you’re unsure about something, ask yourself:
“Will this still feel like me six months from now?”
If the answer is no, it’s probably not the best choice for your core branding images.
Fit Matters More Than Size
This is important, so I’m saying it clearly: the number on the tag does not matter.
What matters is fit.
Clothes that skim your body (not clingy and not baggy) photograph best. If you love something but it’s not fitting quite right, a simple tailor tweak can make a huge difference.
You should be able to move, sit, walk, and work comfortably in everything you wear during your session.
Plan 2–3 Outfits With Purpose
Most full branding sessions work best with 2–3 outfits, each serving a different role.
For example:
Outfit 1: Polished + Professional
Great for your website homepage
Headshots or brand portraits
First impressions
Outfit 2: Approachable + Everyday You
Working shots
Behind-the-scenes moments
Social media content
Outfit 3 (Optional): Casual or Creative
Adds variety
Shows personality
Perfect for Instagram and storytelling images
I’ll help you plan this so each outfit has a purpose, not just a vibe.
Shoes, Accessories, and the Details
Shoes matter more than people expect, especially for full-body or lifestyle images.
A few tips:
Stick with clean, neutral shoes when possible
Avoid anything overly flashy or distracting
Accessories should complement, not compete
Simple jewelry, a watch, or a meaningful piece you wear often is perfect. If you never wear big statement earrings in real life, a branding session is probably not the time to start.
Hair, Makeup, and Looking Like Yourself (On a Good Day)
My philosophy is simple: you should look like yourself on a really good day.
Whether you do your own hair and makeup or hire a professional, aim for:
Polished but natural
Comfortable and familiar
Not dramatically different from how clients see you day-to-day
You want people to recognize you when they meet you in real life.
When in Doubt, I’ll Help You Decide
You don’t have to figure this out alone.
Part of my process is helping you narrow down outfit choices so you feel confident walking into your session. If you’re torn between pieces, unsure about colors, or wondering what works best for your brand, I’m always happy to weigh in.
Because when you feel good in what you’re wearing, everything else flows more easily.
If you’re building your brand this year, start with my free guide outlining the 5 systems that make visibility lighter — from content scheduling to branding strategy.
Want to Know What the Full Branding Process Looks Like?
If you haven’t already, you might find this helpful:
What to Expect From a Branding Photography Session
It walks through the full experience from planning, to session day, to how you’ll use your images afterward, so you can feel informed and confident every step of the way.
And if you’re ready to create images that truly support your business, I’d love to work with you.
— Carol