What is Ghost Mannequin Photography?
Ghost mannequin photography, also known as the invisible mannequin effect, is a professional photography technique used in eCommerce to create a 3D, hollow appearance for clothing products. Instead of displaying apparel on a visible mannequin or live model, this method digitally removes the mannequin or model during post-processing, making it seem as if the clothing is floating in mid-air.
Why is Ghost Mannequin Photography Important for eCommerce?
Online shoppers rely heavily on product images to make purchase decisions. Since they can't physically touch or try on clothing, high-quality visuals are crucial in conveying fabric details, fit, and overall appeal. Ghost mannequin photography offers a cost-effective and professional-looking alternative to traditional fashion photography by eliminating distractions and presenting the apparel in its true-to-life form.
Key Benefits of Ghost Mannequin Photography
✅ Creates a Professional, 3D Look
The hollow, floating effect provides a realistic sense of how the clothing fits on a person, making it more engaging for shoppers.
✅ Eliminates the Need for Live Models
Hiring and styling models for every product shoot can be expensive and time-consuming. A ghost mannequin effect achieves similar results without needing models, cutting costs and ensuring consistency.
✅ Ensures a Clean, Distraction-Free Presentation
Unlike model photography, which includes facial expressions, poses, or accessories, invisible mannequin photography keeps the focus solely on the apparel, leading to a cleaner, more polished presentation.
✅ Saves Time & Money
Since mannequins can be reused for multiple products, this method is more cost-effective than hiring professional models. It also reduces the need for frequent reshoots, as minor edits can be done digitally.
✅ Improves Brand Consistency
Maintaining a uniform style across all product images creates a cohesive look for an online store, reinforcing brand identity and trust.
✅ Boosts Conversion Rates
High-quality images lead to higher engagement and conversion rates, as shoppers can better visualize how the clothing will look on them.
Why Use Ghost Mannequin Photography?
Ghost mannequin product photography has become an essential technique for fashion eCommerce businesses, online marketplaces, and apparel brands. It offers numerous advantages over traditional product photography, enhancing the way clothing is presented to online shoppers. Below are the key reasons why this method is widely adopted:
1. Creates a Realistic, 3D Effect
Unlike flat-lay photography or clothing displayed on hangers, ghost mannequin images provide a natural, structured shape, giving shoppers a clear idea of how the apparel fits. The hollow effect mimics the way the clothing would appear on a person without the distraction of a visible model or mannequin.
📌 Example: Imagine a hoodie being photographed using a flat-lay technique. Without folds and volume, the hoodie may look lifeless and unappealing. However, using a ghost mannequin photography technique, the hoodie appears filled out, highlighting the shoulders, sleeves, and hood shape, making it more visually engaging.
2. Eliminates the Need for Live Models
Using live models can be expensive and time-consuming due to the costs associated with:
✔ Hiring models for every photoshoot.
✔ Coordinating styling, makeup, and posing.
✔ Reshooting when stock changes or new variations are introduced.
With invisible mannequin photography, brands can achieve a similar effect without the need for human models, saving both time and money while maintaining a professional, high-quality look.
📌 Example: A small fashion retailer launching a new line of dresses doesn't need to hire a model for each piece. Instead, using a mannequin photoshoot approach and editing techniques, they can create consistent, high-quality product images at a fraction of the cost.
3. Ensures a Clean, Distraction-Free Presentation
Ghost mannequin photography focuses entirely on the apparel, eliminating any distractions like:
❌ Model's facial expressions and poses.
❌ Accessories that may not be included with the purchase.
❌ Background clutter that takes attention away from the clothing.
This minimalist approach helps customers visualize the product clearly, leading to better engagement and fewer distractions when making a purchasing decision.
📌 Example: A customer browsing online for a winter coat wants to see its texture, fit, and design details. If the coat is displayed on a model with additional accessories (like scarves, gloves, or jewelry), the focus shifts away from the product itself. Ghost mannequin product photography eliminates these distractions, keeping the buyer's attention on the coat.
4. Saves Time & Costs in the Long Run
Although the initial setup for ghost mannequin photography requires some effort, it ultimately:
✔ Reduces the need for frequent reshoots.
✔ Cuts down expenses on hiring models repeatedly.
✔ Allows easy updates to images without requiring an entire photoshoot.
Instead of relying on a model for every new collection or seasonal update, businesses can simply place the new garments on a mannequin, capture the images, and edit them accordingly. Learn how consistent product photography can increase conversion rates by up to 30% in Shopify's article.
📌 Example: Peepers, an expressive eyewear brand, improved their conversion rates by reshooting every product image to produce larger, more vibrant photos. This enhancement, along with more compelling product descriptions, contributed to a 30% increase in conversions.
5. Enhances Brand Consistency Across Product Listings
E-commerce success relies on consistent branding, and ghost mannequin product photography ensures that all product images follow the same visual style, creating a uniform, professional look across the website and marketplaces.
✔ Same lighting and angles for all apparel.
✔ Identical backgrounds and image proportions.
✔ More appealing product grids and storefronts.
📌 Example: When browsing a fashion eCommerce site like Zara or ASOS, customers see a cohesive visual theme across all product images. This consistency builds trust and brand recognition, making the store appear more professional.
Where is Ghost Mannequin Photography Used?
This technique is widely used in:
- Fashion eCommerce Websites (e.g., ASOS, Zara, Nike)
- Online Marketplaces (e.g., Amazon, eBay, Etsy)
- Brand Catalogs & Lookbooks
- Social Media Ads & Promotional Materials
Step 1: Choosing the Right Setup & Equipment
Whether using a smartphone or DSLR camera, a proper setup is crucial for achieving high-quality results in ghost mannequin photography.
What You Need:
✅ Camera or Smartphone – A DSLR is ideal, but a smartphone with a high-quality camera (as suggested by Photoroom) can also work.
✅ Tripod (Optional) – Helps maintain consistency.
✅ Lighting Setup – Use natural light or a studio setup with two softbox lights (BigCommerce's recommendation).
✅ Plain White Background – A white wall or seamless backdrop ensures easier editing.
✅ Mannequin or Model – Choose a white, matte mannequin (BigCommerce) or even use a friend or yourself (Photoroom).
Step 2: Photographing the Product
1. Dress the Mannequin or Model Properly
Ensure the clothing fits well, avoiding wrinkles. Tuck in loose areas (sleeves, collars, etc.) for a more structured look.
2. Capture Multiple Shots
For a perfect ghost mannequin effect, capture these key shots: 📸 Front and back views with the mannequin/model wearing the item. 📸 An inside-out shot of the clothing placed on a foam board (BigCommerce's technique) or a flat surface (Photoroom's simplified approach).
3. Camera Positioning & Lighting
For tops: Keep the camera level with the chest area. For bottoms: Align the camera with the hip area. Lighting: Position lights at 45-degree angles to minimize harsh shadows. Digital Photography School emphasizes the importance of proper lighting to highlight details in photography. For instance, their article "What Is Good Light? (And How to Use It for Beautiful Portraits)" discusses how side lighting can create shape, tone, and texture by defining highlights and shadows.
Step 3: Editing to Achieve the Ghost Mannequin Effect
Once the photos are captured, the real magic happens in post-processing for ghost mannequin product photography.
Manual Photoshop Method
1️⃣ Open the mannequin and foam board images in Photoshop.
2️⃣ Use the selection tool (Pen Tool or Quick Selection Tool) to remove the mannequin.
3️⃣ Overlay the inside-out image (from the foam board shot) to fill in missing areas (neck, sleeves, etc.).
4️⃣ Blend and refine the images for a seamless 3D look.
5️⃣ Add shadows for a more realistic effect.
AI-Powered Editing
Upload images to Dresma to remove the mannequin automatically. AI will blend the different shots into a single hollow effect image. Adjust shadows and refine edges using Dresma’s background removal and retouching tools.
Final Touches & Exporting
Ensure all edges are clean and the final image looks seamless. Save in high resolution for eCommerce platforms. Export in JPEG or PNG with a transparent or white background.
Conclusion: Which Method is Right for You?
Choosing the right photography method for your apparel brand depends on several factors, including budget, branding needs, product type, and marketing strategy. Each method—ghost mannequin photography, flat lay photography, and live model shoots—has its own advantages and is suited for different business goals.
Below, we'll break down the considerations to help you decide which method is the best fit for your brand.
1. When to Choose Ghost Mannequin Photography
✔ Best for: eCommerce stores, fashion brands, and online marketplaces looking for a clean, professional, and cost-effective way to display clothing.
✔ Why? Ghost mannequin photography creates a realistic, 3D effect without distractions, ensuring customers focus solely on the product. It's also budget-friendly compared to hiring live models.
📌 Ideal Use Cases:
- Apparel brands selling on Shopify, Amazon, or WooCommerce.
- Businesses aiming for consistent, distraction-free product images.
- Brands needing a cost-effective solution for high-volume photography.
❗ Potential Limitation: While effective for displaying structure and fit, ghost mannequin product photography doesn't showcase movement or fabric flow, which might be essential for luxury or high-fashion brands.
2. When to Choose Live Model Photography
✔ Best for: High-end fashion brands, lifestyle brands, and social media marketing.
✔ Why? Using live models adds an emotional connection, showing how clothing fits different body types while also highlighting brand personality.
📌 Ideal Use Cases:
- Brands focusing on fashion marketing and storytelling.
- Businesses needing lifestyle shots for ads, Instagram, and lookbooks.
- Clothing lines emphasizing movement, fabric texture, or draping.
❗ Potential Limitation: Live model photography is expensive and time-consuming, requiring:
✔ Model and stylist fees
✔ Professional photographers
✔ Frequent reshoots for new collections
For brands selling large product catalogs, this method may not be cost-effective compared to mannequin photoshoot techniques.
3. When to Choose Flat Lay Photography
✔ Best for: Casual brands, small businesses, and social media content.
✔ Why? Flat lay photography is versatile, easy to execute, and requires minimal equipment. It allows brands to experiment with creative compositions and styling.
📌 Ideal Use Cases:
- Streetwear and casual brands wanting aesthetic Instagram-friendly images.
- Small businesses with limited budgets and DIY photography setups.
- Accessories, shoes, and smaller clothing items that don't require a 3D effect.
❗ Potential Limitation: Flat lay photography doesn't provide a structured, 3D look, making it less effective for showcasing fit and shape compared to invisible mannequin photography images.
