Create stunning homeware shots (without a styled set)

You're a homeware brand marketer or content creator. You've got some fantastic products, and you know how important strong visuals are for selling them. The problem? You don’t always have the budget to rent out beautiful homes for your shoots.

In this guide, we’ll show you how to create scroll-stopping product photography without relying on a styled set. You’ll also learn how top homeware brands consistently nail their on-brand visuals—no matter the location.

Should I use a styled set for my photography?

For a long time, product photography in homeware leaned heavily into perfection. Think carefully styled shots in immaculate showrooms—every cushion fluffed, every prop in its place.

But expectations are shifting. Audiences, especially on platforms like TikTok, are gravitating toward content that feels more authentic. It’s less about perfection and more about leaning into real spaces.

For many brands, this shift is good news. A lack of access to styled homes doesn’t have to be a barrier. In fact, slightly imperfect details and everyday settings often perform well and connect just as well (if not better) with audiences.

For example, homeware brand, Piglet in Bed, built their visual content strategy around that idea. As the brand expanded across social platforms, they needed a steady stream of visuals shot in different spaces, not just to keep things fresh, but to reflect the diversity of their audience’s homes. Rhiannon Johns, Head of Brand at Piglet in Bed, told us:

“We need lots of home interior shots—but we don’t want it to be in the same home all the time.”

By collaborating with creators, they introduced more variety in aesthetics, perspectives, and lived-in environments that helped their content feel more relatable and perform better.

You don’t always need a picture-perfect setup. But you do need variety, and content that reflects how people live.

Balancing pro photography with scrappy content

Some shoots call for polish, others for speed. The key is knowing when to invest in professional photography and when in-house or creator content will do the job just as well.

Here’s a quick framework::

• Hire a pro when you need high-impact visuals: seasonal campaigns, product launches, homepage banners, or packaging. These are your visual anchors.
  ‍
• Shoot in-house when you need agility: social content, blog imagery, trend-reactive posts, or quick ecommerce updates. It’s cost-effective and keeps you nimble.
  ‍
• Lean on creators for real-life settings, lived-in storytelling, and content at scale—especially if you’re short on locations or internal resources.

Most brands mix and match. What matters is planning your content calendar around the strengths of each approach—so you’re not scrambling last-minute, or burning budget on assets you could easily capture yourself.

Learn more about briefing photographers or how to shoot your own product shots.

7 ways to shoot beautiful homeware content without a styled set

Some of the most compelling homeware content comes from everyday environments. Whether you’re working with a small space, a tight budget, or just want to mix things up, these ideas will help you shoot scroll-stopping content—no showroom required. Let’s take a look. 

1. Shoot tight and crop creatively

When you don’t have access to a perfectly styled home—or even much space at all—tight framing is your best friend. These are close-ups, detail shots that fill the frame. They give you control, especially in small or imperfect spaces. By focusing on texture, color, contrast, and form, you can guide the viewer’s eye exactly where you want it.

“You’d be shocked what can be captured in a small space,” says Dennis Bonifer, advertising and product photographer at Bonifoto. 

“What matters is what’s in the frame. Constraints can actually make you more creative.”

Bonifer suggests using ‘found items’ to add texture and contrast (i,e an everyday object that wasn’t designed or intended as a photography prop). Bonifer says that one time he shot $350 loafers on a rough studio table and a broken concrete block…and the client loved it!

Close-ups of fabric textures, wood grain, or the shape of a vase in soft light can be more compelling than full-room shots. And sometimes, less is more:

 “I’ve seen incredible shots with nothing but a product on a well-lit colored surface. Let the product be the hero,” 

This image is from Piglet in Bed, a linen bedding and homewares brand. This shot is a good example of how thoughtful framing and natural composition can carry a product shot without needing a styled set or elaborate studio.

Rather than showing a full room, the photographer crops tightly to a vertical sliver of space. The focus stays on the towels and textures, not the setting as a whole.

The end result is calm, clean, and real. It’s proof that even everyday setups can produce beautiful, brand-worthy content.

2. Use what you’ve got

You don’t need a Pinterest-perfect home or professional studio to shoot great content. With the right setup, even your office kitchen, hallway floor, or a teammate’s spare room can become a viable shoot location

In other words, there’s no need to chase ideal conditions. Instead, you can make the most of your environment. Pay attention to light, surfaces, and composition.

For example, removing clutter, using a stool instead of a table, or repositioning near a window, can make a space feel intentional and visually appealing.

Example: Open Spaces’ Glass Meso Incense Holder

This product shot from Open Spaces is a textbook example of using what’s available and making it work beautifully. There’s no styled set or elaborate backdrop.

The incense holder is placed on a plain white surface, likely a piece of poster board or a paper roll. There are no distractions in the frame, and the neutral background allows the shape and clarity of the glass to take full focus.

This image proves that even with basic materials and a modest setup, you can produce polished, product-focused content.

3. Invest in UGC and influencer partnerships

When you don’t have time, space, or resources to shoot everything yourself, creators can help fill the gap. User-generated content (UGC) and influencer partnerships can help you scale your visual library without building a studio or hiring a full production team. It also gives your brand access to a range of aesthetics, spaces, and audiences you might not reach on your own.

And it works— 63% of shoppers say they’re more likely to buy a product if it’s recommended to them by a social media influencer they trust. That doesn’t mean chasing mega influencers with massive followings. In fact, niche creators with smaller audiences often drive stronger engagement, especially when they share content that feels personal and aligned with your brand.

Look for people who already post about home interiors, daily routines, or slow living. Many will trade content for product, or charge reasonable rates.

Example: How Lick builds trust with creators, not just content

The DTC paint brand, Lick, focuses on content and images made by real people, in real spaces. This includes social media creators, decorators, and even their own team.

And, more importantly, they collaborate with community creators who already use their products. As Amie Caswell, Head of Social Media and Creators, says, this helps the content feel grounded and honest. It also opens the door to more authentic storytelling. Creators are showing how Lick fits into their actual homes and projects.

Lick also leans into their Director of Interior Design, Tash, who works as their in-house influencer, sharing expert advice directly with their community. This kind of content performs well because it feels personal, helpful, and rooted in lived experience, not marketing polish.

{{Lick-podcast="/blog-components"}}

4. Reuse past shoots with smart content management

You don’t need to schedule a new shoot every time you need content. If you’ve been building a brand for a while, chances are you already have a goldmine of usable images. The key is being able to find them quickly and make them work across different channels, formats, and campaigns.

That’s where a visual content management system (like Dash) comes in. With the right setup, your image library becomes a flexible and searchable resource, rather than a cluttered archive. 

For example, Dash allows you to tag images by product type, shoot date, colour, usage rights, setting (studio vs. home) and anything else that’s relevant to your brand. You can even use smart search to find images in your Dash that haven’t been tagged. This makes it easy to find visuals that fit your current campaign, without having to scramble through old folders or guess at file names.

Let’s say you ran a shoot last year for your new linen collection. You might have close-ups, lifestyle shots, packaging photos, and behind-the-scenes content all from that single session. With Dash you can:

• ‍Use Dash’s visual search to instantly pull lifestyle images for a blog post or social post—just type something like ‘blue candles in the home” and get relevant results in seconds. 🤩

‍

• Filter by tags or custom fields (like fabric type or texture) to resurface close-up shots for a ‘texture spotlight’ on Instagram.
  ‍
  
• Drop packaging and product  photos into a portal for your retail partners so they always have the most up-to-date content.
  ‍
  
• Collect UGC via guest uploads and set usage rights and expiry dates, so your team always knows what’s safe to share on social.
  ‍

Repurposing is practical and strategic. The more you squeeze value from each shoot, the better your ROI. You’re also more likely to maintain visual consistency across campaigns and channels, which helps build recognition and trust.

Example: How Piglet in Bed reuses content across campaigns

Piglet in Bed takes a smart approach to content creation by planning for reuse. As Rhiannon Johns shared in her interview with us, their team captures extra clips and images that can be repurposed later.

By building this content bank, they can react quickly to trends. For example, there might be a piece of music that’s trending on TikTok that would go really well over some content you created a few months ago. With an organised asset library, you can respond instantaneously.

5. Play with lighting and shadows

Lighting is one of the most powerful tools you have, and it doesn’t need to be expensive. Natural light, used well, can elevate a basic setup into something striking.

“When shooting indoors with no budget and no real equipment, you have to use natural light to your advantage,” says Nicholas Carnazzo, cinematographer and photographer at Alpenglow - a content creation agency. 

“Making sure you use windows in your scene and waiting for the perfect light to come through will go a long way. Your shooting time window will be smaller, but the images will look much better than just setting something on a counter and snapping a photo.”

If you're aiming for softness, look for indirect light from a north-facing window or wait for an overcast day. If you want more drama, direct sunlight can cast long, distinct shadows that bring dimension and mood.

Finally, try playing with surfaces and angles. Let shadows fall across your product, bounce light with a whiteboard, or frame a close-up where one side fades gently into shade. These are  creative choices that add depth and polish without adding cost.

Example: How Ian Snow plays with natural light to highlight texture and tone

‍

These two images from interior brand, Ian Snow, demonstrate how natural light and shadow can add atmosphere without needing elaborate setups or artificial gear.

In the left photo, sunlight filters softly through a small window, bathing the room in a warm, even glow. The mix of gentle highlights and shadows brings out the quilt’s pattern and the textures of the wooden window frame and painted floor. 

On the right, directional light gives the pillow scene a different energy. Shadows fall under the green chair and around the edges of the cushion, adding contrast that makes the colours pop. The deep purples and oranges feel richer against the neutral shadows in the background, and there’s a sense of depth that draws the viewer in.

Neither setup is complicated, but both are carefully timed and composed. It’s a reminder that natural light, used thoughtfully, can elevate your images and tell a story all on its own.

6. Create a reusable prop kit

When you're shooting often, it's helpful to have a few go-to objects that bring consistency to your content. A neutral prop kit, featuring items such as simple ceramics, linen napkins, a stack of books, or a wooden tray, can make any scene feel intentional without drawing focus away from the product.

“A well-curated prop kit is one of the most valuable tools in our visual playbook,” says freelance creative director, Brandon Cummings.

“We keep a selection of timeless pieces that layer well into almost any scene. These props aren’t meant to steal attention, but to create cohesion, fill space with intention, and carry a visual throughline across campaigns. When you’re producing at scale, it’s what helps every image feel like it belongs to the same world.”

Consider using objects that feel natural, flexible, and reflective of your brand. Pick versatile props that work across various product categories and seasons. You can build a dozen different sets with the same foundational objects.

Example: How Brooklyn Bedding keeps its kids' content consistent

‍

Brooklyn Bedding’s BB Kids visuals are a great example of how to create brand consistency with a few well-chosen (and reusable) props. Across product photography and promotional video, you’ll spot the same vibrant orange side table and plush toys.

Even though the content types vary , the shared props tie everything together. The set-ups use the same props to create cohesion, and they get more bang for their buck by using the same props.

7. Edit to elevate

Filters and edits help you correct mistakes but they’re also tools to help guide the eye. For example, a slight blur can pull focus toward the product. And colour adjustment can shift the tone from cold to inviting. Even small changes, like brightening whites or balancing shadows, can help an image feel more intentional.

Edits also help create consistency across your content. If your shoot locations vary, or your props don’t always match, editing lets you bring everything into the same visual language. 

Example: How YesColours stretches one photo into a full product lineup

Take a close look at the product grid of YesColours, a paint brand. You’ll see that the pouch, brush, roller, and composition are identical in each photo. The only thing that changes is the hue. Each product image is edited to match the paint colour being sold, including background walls, props, and even shadows are recoloured to reflect the tone.

It’s a smart system. Instead of building new sets, they focus on one perfectly lit photo and then create variations in post-production. This editing strategy turns a basic scene into a scalable asset. 

It keeps the visual identity consistent while allowing for flexibility across product lines. And it proves that with good lighting and strong composition, a single photo can do the work of six.

This is also a technique that COAT Paints use on their product pages. Freelance photographer, Toby Lamborn, explains this in his article covering tips on how to take great product photos.

Use Dash to manage all your product shots

We’ve covered practical and creative ways to shoot beautiful content in everyday spaces. Now it’s time to keep it all organised.

That’s where Dash comes in. Dash gives brands the tools to manage their visuals and reuse what they’ve already created.

Here’s how three homeware brands are using Dash today:

COAT Paints: Launching products faster and staying on-brand

COAT’s marketing team relies on Dash to manage a constant flow of content. With everything tagged properly, they can find exactly what they need in seconds.

They also use Dash to:

• Quickly share curated product collections with press and retail partners
  
  
• Pull assets directly into Canva to avoid endless uploads and downloads
  
  
• Upload and review images from freelance photographers, all in one place

RJ Living: Creating a central hub for content (that scales)

As a growing ecommerce brand, RJ Living needed a better way to manage its thousands of lifestyle and product images. With Dash, they’ve created a single source of truth that everyone can access.

They now:

• Organise images by product, usage, and style (e.g., lifestyle vs. pack shot)
  
  
• Easily search by campaign or asset type, instead of relying on folder memory
  
  
• Share curated sets with ad teams, without having to dig through Google Drive

History & Heraldry: Supporting global teams with easy access and control

With teams in over seven countries and new product launches happening year-round, History & Heraldry needed to make visual content more accessible. Dash helps their international teams find the right images quickly, while maintaining tight permissions and ensuring region-specific compliance.

With Dash, they:

• Automatically tag content using AI so it's searchable by keyword or product
  
  
• Control who sees what with folder-based permissions by region
  
  
• Share marketing materials and brochures instantly with sales teams

Ready to get your content organised? Start a 14-day free trial today  or book a demo with a member of our team

Homeware photography FAQs

1. What if I don’t have a studio for my homeware shots?

You don’t need a studio to take product or homeware shots. Use what’s available to you, including your office, a teammate’s home, or any spot with good natural light. Focus on tight framing, crop creatively, and use neutral props to highlight the product.

2. How can I take good homeware photos without a styled set?

Keep your setups small, simple, and inexpensive. Focus on corners, shelves, or textured surfaces. You’ll also want to use natural light when possible and add a few neutral props like books, ceramics, or linens. Light editing for brightness and colour can help make the image feel clean without losing its authenticity.

3. How do I get user-generated content for my brand?

Ask your customers to share photos of your products in their homes. Offer a small reward, like a discount or feature, in exchange. You can also partner with content creators who already shoot in everyday spaces. Many are open to product trades or small-budget collaborations.

4. How do I manage and find content after a shoot?

Use Dash to keep everything organised. Tag each image in Dash by product, colour, format, and use case. This makes it easy to find the right content quickly for social posts, product pages, or retailer requests.

5. What kind of content should homeware brands be creating?

Content that feels real. Focus on everyday moments, including morning routines, shelf styling, close-up textures, or lived-in spaces. Use formats that match where you're sharing it, like casual videos for TikTok or simple carousels for Instagram. Clean, relatable content tends to get the most traction.