Every single time your brand communicates with the outside world it's a branding opportunity. The separation between "Editorial" & "Industry" shots is useless and dead. Modern brands can and must communicate their brand values and "reward" via social media and their site daily. Your brand's look book for each collection is a huge opportunity for you to message. The model, the environment, and most importantly what he or she is doing in each photograph are a critical chance for you to tell your customers what values your brand possesses and what they will gain from wearing you. Sharon Wauchob sent a crystal clear message with her Pre-Fall '14 lookbook don't you think?