When it comes to presenting fashion products online, choosing the right type of photography is critical. Flatlay and ghost mannequin are two of the most commonly used formats for apparel — each offering its own advantages depending on the product and brand positioning.
This article outlines the key differences between the two approaches and provides guidance on when to choose each method for your collection.

The primary difference lies in the visual depth:

Ghost mannequin photography (also known as invisible mannequin or hollow man) is ideal for showing garment fit and volume. The clothing is styled on a mannequin, which is later removed in post-production, creating a clean, floating look that mimics real human form.

Flatlay photography, on the other hand, presents clothing in a flat, two-dimensional layout — typically shot from above. It’s a faster method and can be styled on the floor or hung to create a minimal, editorial aesthetic.

Both formats are effective, but the choice depends on several factors.

The decision between ghost mannequin and flatlay should be based on:

• Product category and construction
• Brand positioning and price point
• Target audience and style preferences

Sometimes, the client’s initial preference might not align with the product’s marketing needs or technical requirements. That’s where production expertise comes in.

Ghost mannequin works best for:

• Structured or tailored dresses
• Draped or multi-layered garments
• Semi-transparent materials (swimwear, lingerie)
• Body-contouring silhouettes

It’s particularly effective for mid-to-premium brands looking to emphasize fit and form.

Flatlay is commonly used for:

• T-shirts, sweatshirts, and activewear
• Simple day dresses and casualwear
• Oversized or unstructured items
• Children’s clothing

This style works well for streetwear brands or fast fashion collections targeting younger audiences.

There’s no one-size-fits-all solution. The right choice depends on your product type, brand goals, and visual identity.
At The PhotoBureau, we help our clients select the most effective shooting method to bring their clothing to life — whether it’s clean flatlay styling or high-precision ghost mannequin production.
Not sure which direction fits your next shoot? Reach out — we’ll help you make the right call for your brand and your budget.