Zalando image guidelines

At Zalando, delivering a top-tier customer experience is one of our core values, and your support is crucial in helping us consistently meet and surpass expectations.

We strongly recommend that you provide a wide range of high-quality images to captivate customers and showcase your articles, stories and experiences effectively.

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.

Our image requirements vary depending on what they will be used for on our website. Please adhere to them to ensure smooth and efficient processing of your article images and thus the processing of your articles themselves.

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

Please refer to the following packshot and model view examples:

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

According to Zalando standards, catalogue views can be either a compliant front crop or a primary packshot image. This will then appear as the catalogue view on Zalando.

Please note that Zalando automatically adds a grey background to the primary packshot views to ensure consistency in the shop.

Model images are photographed models wearing or using the article 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 as catalogue view when:

• The front of the article is  recognisable, although 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 non-compliant and therefore can only be used as additional view when:

• It is an ambient or lifestyle image

• The model view has a white background

• It is an image with assets

• The background is patterned

• It is a black and white image

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

A model view image is not accepted when:

• A child model is used for underwear and/or beachwear

• It is of poor quality, whether done by editing or due to bad photography

• The image contains logos and unnecessary stylistic elements

• The image is AI generated

• The submitted images are duplicates

Examples of images that will not be accepted:

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

• It follows the general technical requirements as described above (i.e. background colour is white or within the described colour range, image quality, article recognisability)

• Article can be cropped/cut off, but must be still recognisable

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

• Only accepted for Accessories, Jewellery, Electronics and Beauty articles: 

  • The image shows the packaging

  • The article is folded

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

• The background is white

• There is not even slight cropping of the article

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

• An invisible mannequin is used or it is a laid down shot

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

• It is an ambient image

• For apparel and lingerie:

  • the image shows the packaging

  • article is folded

A packshot view image is not accepted if:

• It is a black and white image

• The image contains a visible mannequin and/or a visible hanger

• The article in the image contains irrelevant items

• The image is AI generated

• The images submitted are duplicates

• The inner back view is missing

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

While articles such as unisex, multipacks, sets, maternity wear, reversible articles work in the same way as regular articles according to our guidelines, their appearances are slightly tailored to their specific characteristics. Our guidelines ensure that each special type is displayed effectively, maintaining the consistency and quality expected of all images. Please take a close look at the special article types listed below. They explain the differences between the article types and how the images should be aligned to present your article in the best possible way.

Display unisex articles using either a single model or a couple wearing the same article. For couples, both models can face the front, or one can adopt a different pose. This approach highlights the article's versatility and gender-neutral appeal.

For multipacks, a primary packshot is required, clearly showing all items included. It is not mandatory to show additional images showing the included items, but it is recommended. For sets, either a primary packshot or front crop is required.

For maternity articles, it is recommended to present them on a model or an invisible mannequin positioned at a 45° angle, with the belly facing to the left. While it's optional, consider including a detailed image to showcase distinguishing features, such as a nursing function.

For reversible articles, it is recommended to present in a manner that highlights all possible style options. Consider images that easily toggle between both sides to make the reversible feature obvious.

For articles that offer dual purposes or styles, it is recommended to demonstrate both functionalities to convey the product's value and versatility. 

Our image galleries offer comprehensive guidance tailored to the unique image requirements of each article category in our assortment. These galleries provide technical specifications and detail the specific types of images needed for every assortment category.

In the following articles, you will find the image requirements for the following categories: 

• • Article
  • New

  Visual content and post-production guide

• • Article
  • New

  Premium/Designer image guide

• • Article
  • New

  Apparel image guide

• • Article
  • New

  Kids image guide

• • Article
  • New

  Sports image guide

• • Article
  • New

  Lingerie image guide

• • Article
  • New

  Shoes image guide

• • Article
  • New

  Jewellery image guide

• • Article
  • New

  Accessories image guide

• • Article
  • New

  Bags and Luggage image guide

• • Article
  • New

  Electronics image and content guide

• • Article
  • New

  Beauty image and content guide

• • Article
  • New

  Toys image and content guide

The following image examples provide a visual reference for effective article image presentation and show general best practices for model poses, backgrounds and article presentation. For more specific image requirements of individual assortment categories, please visit our individual image guides.