Premium/Designer image guide

To ensure efficient processing of your article images, an understanding of our image terms is essential. An image term describes the type of image that is required for a successful onboarding of your article. Below you’ll find the Image terms, the type of assortment that this image is used for and a detailed description of what it means.

This overview is intended to introduce you to the technical requirements your images have to fulfil, in order to be accepted by Zalando.

Examples below: A compliant as primary packshot and a compliant image not accepted as primary packshot

The number of required images for successfully onboarding your articles varies based on the assortment category. The table below shows which types of images are needed for each assortment category.

In the next section, we provide guidelines on the standards that images must meet to be considered as compliant images.

Compliant images are those that fit into either the catalogue view, which is essential for your article or the further compliant images, which provide additional necessary angles or details. 

Images that do not meet these criteria are classified as non- compliant and can only ever be considered as an additional view

Additional view means that this view does not add to the number of compliant images required to successfully onboard your article, but increases the storytelling of your article. However, as long as you fulfil the required number of compliant images, it makes no difference to the further views whether they consist of compliant or non-compliant images (additional views).

In the next section, we will deep-dive with you into the key differences between model and packshot views, speak about their requirements and how to consider them them as compliant or non-compliant

Please note that this guide is specifically for Premium and Designer articles, and does not apply to images for articles from other assortments.

For Kids Premium/Designer apparel, please refer to our Kids image guide.

Kids Premium/Designer shoes are an exception to this; please follow the Men's and Women's Premium/Designer shoe image guidelines outlined below.

For Premium/Designer Apparel, the front crop is the catalogue view. For Premium/Designer Shoes, Bags, Accessories, Suit accessories and Jewellery, the primary packshot is the catalogue view.

Model images are photographed models wearing or using the product to provide a realistic representation of fit and style. This section explains the requirements for creating effective and compliant Model images and which pose the models should adopt.

A model view image (front views, back views, side views and detail views) is classified as compliant when:

• It meets all General technical requirements as described above (i.e. background colour has to be within our background colour range, image quality, article recognisability)

• Must have been photographed with a real person

• The article is slightly cropped, as long as the article within the model view is fully recognisable

Examples of compliant model view images:

A compliant model view is suitable as front crop view and therefore simultaneously meets the requirements of the catalogue view if:

• The model’s face is not cropped

• For a top front crop a fully visible model view is required, cropped above the head and above the knees

• For a bottom front crop a fully visible model view is required,  cropping above the belly button and below the feet is required

• The front of the article must be recognisable; slightly angled shots are allowed, as long as most of the front and the whole article is still visible

• The model must be wearing shoes! (exceptions: yoga and sportswear, swimwear, nightwear, and underwear)

Examples of compliant model view images suitable for catalogue view:

A model view image is classified as non-compliant and can therefore only used as additional view:

• It is an ambient image

• The model view has a white background

• The image contains assets

• There is a patterned wall in the image background

• It is a black and white image

Examples of non-compliant images that can only be used as additional view:

Model views are not accepted when:

• It contains Kids models for underwear or beachwear. 

• There is no consistent model representation per article. Please ensure the same individual model is used across all images for each article, except in the following cases:

  • Genderless (unisex) articles

  • Articles with a broad size range (e.g. one model view with size 36 and next model view with size 46)

• The image is AI generated

Examples of images that will not be accepted:

In fashion and advertising, posing and casting are essential for creating effective visuals. Posing with authentic movements highlights product features clearly. Casting involves choosing models over 18 from reputable agencies, ensuring they align with the brand’s message. Together, these elements ensure a coherent and professional presentation.

A packshot view (front views, back views, side views and detail views) is classified as compliant when:

• The packshot view has either a white background or a background within the permitted background colour range

• It meets all general technical requirements as described above the article is not cropped, even slightly

• Inner back view: Straps and the inside view of the back are visible

• If the picture only shows the packaging of the article or next to the article (this is only applicable for Accessories and Jewellery)

A compliant packshot view is suitable as primary packshot view and therefore as a catalogue view when:

• It has a white background

• The front of the article is recognisable That means that slightly angled shots are allowed, as long as most of the article front is visible

• An invisible mannequin or laid down shots is used

• For jewellery, parts of the article are not blurred

• For multipacks and sets, a primary packshot is provided that shows all articles in one image

A packshot view is classified as non-compliant and can therefore only used as additional view when:

• The article in the image is folded

• It is an ambient or lifestyle image

• The inner back view is missing

• When photographing articles lying flat, unrealistic perspectives, such as curved waistband lines, are used

• Images of underwear with transparent fabric that may appear indecent

A packshot view is not accepted at all when:

• It is a black and white image

• The image contains visible hangers, mannequins and/or props 

• It is AI generated

• Contains unrelated items and logos (e.g. backpack with laptop inside, toiletry bag filled with beauty articles, images with logo near the article)

Packshot grids are downloadable templates (you can find them attached the left side of this article) that assist you in aligning your article images with Zalando's packshot view standards. Use these grids to ensure your visuals meet our quality and consistency requirements.

Apparel

• The articles in packshot images should cover about 80% of the frame, fitting between the blue and red lines.

• Use a white background for packshots, a light grey colour will be added by Zalando.

• Primary packshots must be frontal views.

• Mannequins, flat lays, and hanging shots are allowed, but mannequins or hangers must not be visible.

• The entire article must be visible - do not crop the article.

The Apparel and Shoes grid templates (A&S grid templates) are attached and available for download on the left side of this article. You can download the image grid template in the file types JPG, PNG, SVG and PSD.

Shoes

All shoes packshot views:

• Shoe articles should cover about 80% of the frame, fitting between blue and red lines.

• Centre horizontally and vertically.

Primary shoes packshot:

• Must have a white background and the shoe must point to the left.

• The article must be fully visible - do not crop it.

• Zalando will add a light grey background for consistency.

The Apparel and Shoes grid templates (A&S grid templates) are attached and available for download on the left side of this article. Here you can download the image grid template in the file types JPG, PNG, SVG and PSD.

Bags

All Bags packshot views:

• Centre the bag vertically in the image.

• Position in the lower third of the image.

Primary packshot:

• Ensure the article is fully visible - do not crop the article.

• Use a white background. Zalando will add a light grey background for consistency.

The Bags, Accessories and Others grid templates (B,A&O grid templates) are attached and available for download on the left side of this article. You can download them in the file types: JPG, PNG and PSD

Accessories, Jewellery and other categories

All packshot views:

• Centre the article vertically and position it in the lower third, if possible.

• Do not blur any part of the article.

Primary packshot:

• Use a white background. Zalando will add a light grey background for consistency.

• Ensure full visibility - do not crop the article.

• Multipacks: Position the articles similarly, at a consistent angle.

• Avoid overcrowding or placing articles shifted to the back for both single and multi-pack articles.

The Bags, Accessories and Others grid templates (B,A&O grid templates) are attached and available for download on the left side of this article. You can download them in the file types: JPG, PNG and PSD

The style view showcases how an article looks when worn and styled with other items. While not mandatory, it enhances the appeal by demonstrating outfit potential and providing fashion inspiration to customers.

A model view be classified as full body style view image when:

• The front of the article is recognisable; slightly angled shots are allowed, as long as most of the front and the whole article is fully visible

• The model is completely visible, from head to toe

Please ensure compliance with the following image requirements for each assortment to facilitate a smooth onboarding process and prevent article rejection.

The following image galleries provide visual examples of required images for various assortments. They showcase best-practice model poses, acceptable backgrounds, and specific requirements for single articles, multipacks, and sets. These images serve as a visualization of the requirements for optimal compliance. By following these examples, you can ensure that your article images meet Zalando's standards for Premium/Designer articles.

Always provide a primary packshot, full body style view, front crop, back view and detail view. Without these 5 images, the apparel Premium/Designer article cannot go online. This also applies to beachwear and underwear.

T-Shirt

Unisex Pullover (genderless)

Trouser

Dress

Multipack

Underwear

Trunk

Bikini set

For Women, Kids, Men, Genderless (unisex) shoes, there must always be a primary packshot, side view, back view and top view. Without these 4 images a Premium/Designer article cannot go online. A detail, sole view and model view are recommended.

Low-top sneaker

High-top sneakers

Biker ankle boots

Lace-up ankle boots

House shoes

For bags, there must always be a primary packshot, back/side view, inside view and a detail view. Without these four images a Premium/Designer article cannot go online. A model view is recommended.

Please not the following:

Back/side view:

• Ensure the back/side view displays both the back and side of the bag or backpack within a single image (only showing either one is not acceptable)

• Handbags and shoulder bags should be styled with standing-up handles

• The article must be fully visible, no cropping allowed

Inside view:

• Must show the inside of the bag

• Cropping into the article is allowed

Model view:

• The focus should be on the primary article

• It is allowed to crop into the models body and face

• The article must be fully visible

Shopper

Backpack

Clutch

Bum bags

Luggage

Given the varying requirements for image provision across accessory assortment, our image galleries provide the most comprehensive guidance. These article image examples include not only the technical specifications but also outline the specific types of images needed for each accessory category.

For Accessory multipacks and sets, a primary packshot is required, clearly showing all items included, and two detail views.

Socks

Luggage

Small bags that are not worn as styling, such as wallets, etuis and cosmetic bags, must always have one primary packshot, back/side view and inside view. detail views and model views are recommended.

Cosmetic bag

For caps, there must always be one primary packshot, back view, and as the third image side, top, detail or model view.

All the other Accessories articles do require one primary packshot, one detail view, and one another detail or model view.

Belts

Braces

Sunglasses

Gloves

Scarf

Beanie

Given the varying requirements for image provision across suit accessory assortment, our image galleries provide comprehensive guidance. These galleries include not only the technical specifications but also outline the specific types of images needed for each accessory category.

Suit Accessories articles do require one primary packshot, one detail view, and one another detail or model view.

Suit Accessories set

Tie

Bow tie

Pocket square

Cufflinks

Given the varying requirements for image provision across jewellery assortment, our image galleries provide comprehensive guidance. These galleries include not only the technical specifications but also outline the specific types of images needed for each accessory category.

For Jewellery multipacks and sets, a primary packshot is required, clearly showing all items included, one detail view, and one another detail or model view.

Earring set

Jewellery articles do require one primary packshot, one detail view, and one another detail or model view.

Necklaces

Bracelets

Rings

Watches

Battery-operated watches must always have a CE label. Please provide at least one image where the label is clearly visible, whether on the watch or its packaging. Automatic watches do not require a CE label. For more information, please see here.

Additional images that only serve as evidence will not be visible in the shop.