To most of my new clients, the concept of a client wardrobe to borrow from seems foreign. Most have booked sessions with other photographers in the past and have had to do all of their family’s styling on their own. So as other luxury newborn and family photographers begin building a client wardrobe to improve their client experience, I get two common questions…

Why do I offer a client wardrobe and how did I build it to what it is today?

It’s been a slow build over the last 4.5 years and was inspired by my own journey as a mom. I remember trying to pull myself together for my son’s newborn portraits and it was so incredibly stressful. 

I simply didn’t want that for my clients. My heart is to serve mothers and create a portrait experience that is stress-free, and what to wear is the first step in doing that. 

When I started, there weren’t a lot of photographers offering this service. There was a lot of trial and error in the beginning, but I quickly learned that the best way to grow my wardrobe was through really figuring out who my clients were and what they liked.  

5 Tips for Building a Client Wardrobe

Start Small and Build Your Client Wardrobe Over Time

Trust me when I say, you don’t need to go out today and spend hundreds or thousands of dollars on a client wardrobe. Set a budget and base it on what you have booked. In time, your budget will grow as your bookings increase. 

But if you’re looking for numbers, this is a good place to start: 

• Mom: 5-10 dresses and have a plan to purchase a new dress every X amount of sessions or you may choose to shop for each client until you meet your goal number of dresses. I had 10 dresses for the longest time and I was still able to serve my clients well. You can too! 
• Kids: purchase your wardrobe for the little ones through the first year and then slowly go up in age/size. If you don’t have a children’s wardrobe yet, that’s okay. I recommend you still help style the family so that you start to set that expectation for your clients. 
• Dad – start with tops only (short and long-sleeved), keep it really neutral so what you do have for dad will coordinate with anything you have for Mom. I recommend a mix of more casual (henley style) and linen button-down shirts. 

Find Your Style and Stay Consistent

As you build your wardrobe you’ll start to learn your style + client’s style. Pay attention to what dresses your clients are choosing over and over. Stick to that and be willing to let go of some dresses that your clients don’t choose. As your wardrobe grows things will start to pop out that don’t fit or feel right, and over time your aesthetic and style will become really cohesive. 

Be Intentional With Your Wardrobe Purchases

I’ll be the first to admit that buying dresses (and little kid’s clothing!) can be really fun- some would even call it an addiction. BUT…you are running a business and you need to be smart about it. 

Does it fulfill a need? Before you add it to your wardrobe, I would encourage you to make sure that it fulfills a need. This may include a particular size or color. Season changes can also warrant a wardrobe refresh. If that’s the case, I recommend doing an inventory of what you have, seeing what you can purge or “retire” and then purchase with intention. 

Is the dress versatile? I am very intentional with the dresses that I add to the client wardrobe. Quality over quantity. Be willing to invest in one great dress that will fit everyone vs multiple cheaper, less ideal dresses. I want the majority of the dresses I add to fit moms of all sizes- with and without a bump and postpartum. You can read more about the 5 things I look for when purchasing a dress for the client wardrobe here. 

Shop Sales and Know Your Stores

Once you dial in your style, you’ll start to figure out what stores and boutiques to shop at. I recommend that you make a wish list and watch for sales. I am also a big fan of Poshmark. Some of my favorite higher-end dresses have come from there!

Some of my favorites: Free People, BHLDN, Anthropologie, Lulu’s, Vici Dolls, and Red Dress Boutique.

Consider the Seasons

The need for catering to each season may vary depending on where you live and if you do outdoor sessions all year. Even indoors, clients may want to dress more for the season, so keep that in mind.