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Rotolight and StyleShoots set to change the fashion industry with new partnership

by david.nunes

Rotolight and StyleShoots announce new strategic partnership, with a product set to change the fashion industry

July 14 2015, Pinewood Studios, UK

Rotolight announces a new strategic partnership with StyleShoots (www.styleshoots.com) with the launch of the all new StyleShoots Vertical and Horizontal, that are set to change the fashion industry.

Pioneers of automated fashion product photography, StyleShoots (www.styleshoots.com) based in Haarlem, Netherlands, are innovators in manufacturing all-in-one photography machines designed for tabletop or mannequin product photography, speeding up e-content production for leading fashion retailers such as Macy’s and Marks & Spencer, amongst others. Rotolight were asked by StyleShoots to develop a customized version of its multi award winning ANOVA V2 LED Floodlight, due to its superior colour rendering and soft light output, ideal for fashion photography where the quality of lighting and accuracy of product representation to end customers is a critical concern for leading fashion retailers. 

“We needed the best possible supplier out there. It’s not a simple task to get LED lighting right, but Rotolight has superior design, build quality and color rendering, plus the awards to prove it” says StyleShoots Head of Product and Marketing Anders Jorgensen.

“StyleShoots customers have high expectations, and Rotolight has delivered advanced and reliable technology in a neat package that’s allowed us to design photo machines with industry-first features that will serve our users for years to come” says Jorgensen.

StyleShoots is launching the first commercial system that lets photographers and stylists directly manipulate the global balance of light in one sweep. The new feature is dubbed Light Composer™.
The new lighting comes part of the company’s photo machines that are fully iPad controlled. When you move your finger around the iPad screen, the software translates your movements into real­time intensity changes in each individual light on the machine. The result is the illusion that the light source directly follows your fingertip. This fine control lets you instantly try out different looks and find the right balance between light and shadow.

Rethinking studio lighting took intense research and development to ensure the hardware underpinnings were up to the task. For this, StyleShoots turned to multiple award winning light manufacturer Rotolight Ltd. The award winning British company has rapidly built a strong reputation in the broadcast and photographic industries for it’s industry leading color rendering, ease of use and solid build quality. The Pinewood Studios based company will be delivering a custom made version of its flagship Anova V2 LED Floodlight to be built into StyleShoots’ new range of machines.

Rotolight is thrilled to deliver the core lighting technology to an industry innovator like StyleShoots. When photographing fashion it’s essential to get spot­-on colour rendering and real­time control, and together we’ve achieved that”  says Rotolight Managing Director Rod Aaron Gammons.

The Light Composer feature and multi-award winning Rotolight ANOVA LED Floodlight both come standard in StyleShoots’ new photo machines: StyleShoots Horizontal™ for tabletop photography and StyleShoots Vertical™ for mannequin photography. The new machines are available for demo in July 2015, and start shipping worldwide in October 2015. To see the new product in action, watch the video at vimeo.com/132730118 For more information on Rotolight’s award winning lighting products visit www.rotolight.com or contact enquiries@rotolight.com.


Anova’s in action at launch event

StyleShoots Vertical

Rotolight ANOVA



About Rotolight
Rotolight, based at Pinewood Studios, UK, are one of the leading manufacturers of multi award winning on-camera, studio and location LED lighting systems for photography, videography, broadcast and cinematography. Rotolight’s products have been used on major features including Disney’s Maleficent, James Bond “Skyfall”, and Tom Hanks ‘Captain Phillips’ (Dir. Paul Greengrass, DoP. Barry Ackroyd BSC), and are continuously used by leading Photographers, DoP’s and Cinematographers worldwide. The Rotolight Anova V2 which has been customized for Styleshoots is the most highly awarded LED light of all time, and has been specifically recognized for its innovation and light quality, with its ‘best in class’ AccuColour™ LED lighting technology delivering near-perfect colour reproduction with overall CRI=91 and Skintone CRI=96.

For more information visit www.rotolight.com

About StyleShoots
StyleShoots designs and manufactures machines for fashion product photography. In 2011 the first product StyleShoots Horizontal revolutionized flat photography with iPad control and automatic background removal. In 2013 StyleShoots Vertical brought the same ease of use to mannequin photography. StyleShoots products are the result of Dutch engineering, Danish design and a fascination with sleek, useful technology. Fashion brands and online retailers around the world use StyleShoots as their in­house photo equipment, including Macy’s, Marks & Spencer and Zalando.

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