PVH Studios
Photography Retouching & E-commerce Visual Guidelines
Project
PVH Studioes
Year
Role
Visual Guidelines execution
Photography
Retouching
Industry
Fashion
E-commerce
Location
Amsterdam, Netherlands
About the project
PVH Studios is home to some of the world’s most recognizable fashion brands, including Calvin Klein and Tommy Hilfiger. For this project, Project V Studios supported the development of a clean, consistent, and commercially strong visual direction for e-commerce imagery.
The work focused on refining product and model photography through detailed retouching, color correction, image consistency, and visual alignment across multiple collections. In a fast-moving fashion environment, every image needs to feel effortless, but behind that simplicity is a precise system of decisions: skin tone balance, fabric texture, lighting correction, product accuracy, background cleanup, and a consistent finish across hundreds of visuals.
The result is a polished image library designed to support online retail, strengthen product storytelling, and maintain the premium visual standards expected from PVH brands.
Creating Consistency Across Collections
E-commerce photography is not just about making images look beautiful. It is about creating trust.
For PVH Studios, the visual language needed to feel clean, sharp, and elevated while still staying true to the original products. Each image had to represent the garment, accessory, or product with accuracy, while also fitting within a wider brand system.
From apparel and underwear to footwear, bags, and accessories, the retouching process was guided by one central goal: to create a seamless experience across every product category.
The final visuals needed to feel like they belonged together, even when they came from different shoots, lighting setups, models, and product types.
Retouching as a Brand System
The retouching direction was approached as more than post-production. It became part of the brand’s visual guidelines.
Every adjustment was made with the customer experience in mind. Colors were refined to stay true to the product. Skin was treated naturally without losing texture. Fabrics were cleaned while preserving their material quality. Shadows, highlights, and backgrounds were balanced to create a consistent, premium e-commerce look.
The aim was not to over-polish, but to enhance clarity, quality, and desirability.
This balance is especially important in fashion e-commerce, where customers rely on imagery to understand fit, color, texture, and detail before making a purchase.
Visual Direction
The image treatment followed a clean and minimal visual direction, allowing the products to remain the focus. White and soft-toned backgrounds created a neutral foundation, while subtle contrast and natural lighting helped preserve the editorial quality of the photography.
For model imagery, the retouching maintained a realistic and inclusive feel, supporting PVH’s diverse casting and contemporary brand presence. For product imagery, the focus was on precision: clean edges, corrected tones, refined surfaces, and a consistent sense of depth.
Together, the visuals created a polished e-commerce experience that feels both commercial and brand-led.
Role
Project V Studios supported the project through photography retouching, image refinement, visual consistency, and e-commerce image preparation.
The work included color correction, product cleanup, skin and fabric retouching, background refinement, visual alignment across collections, and preparing imagery to meet high-end online retail standards.
Outcome
The final image library strengthened the online presentation of PVH products across fashion, accessories, footwear, and lifestyle categories.
By creating a consistent photography and retouching standard, the work helped elevate the customer experience and support a stronger visual identity across PVH Studios’ e-commerce platforms.
This project reflects Project V Studios’ ability to work within global brand systems, translate visual guidelines into execution, and deliver high-quality imagery for fashion and retail environments.