diff --git a/addons/product/models/product.py b/addons/product/models/product.py
index 704feebb00e..6987b612f98 100644
--- a/addons/product/models/product.py
+++ b/addons/product/models/product.py
@@ -207,6 +207,12 @@ class ProductProduct(models.Model):
         for record in self:
             record.can_image_1024_be_zoomed = record.can_image_variant_1024_be_zoomed if record.image_variant_1920 else record.product_tmpl_id.can_image_1024_be_zoomed
 
+    def _get_placeholder_filename(self, field):
+        image_fields = ['image_%s' % size for size in [1920, 1024, 512, 256, 128]]
+        if field in image_fields:
+            return 'product/static/img/placeholder.png'
+        return super()._get_placeholder_filename(field)
+
     def init(self):
         """Ensure there is at most one active variant for each combination.
 
diff --git a/addons/product/models/product_template.py b/addons/product/models/product_template.py
index 3586370cf63..d1e14b0176e 100644
--- a/addons/product/models/product_template.py
+++ b/addons/product/models/product_template.py
@@ -1219,6 +1219,12 @@ class ProductTemplate(models.Model):
         self.ensure_one()
         return self.env.company
 
+    def _get_placeholder_filename(self, field):
+        image_fields = ['image_%s' % size for size in [1920, 1024, 512, 256, 128]]
+        if field in image_fields:
+            return 'product/static/img/placeholder.png'
+        return super()._get_placeholder_filename(field)
+
     def get_single_product_variant(self):
         """ Method used by the product configurator to check if the product is configurable or not.
 
diff --git a/addons/product/static/img/placeholder.png b/addons/product/static/img/placeholder.png
new file mode 100644
index 00000000000..61efef843bd
Binary files /dev/null and b/addons/product/static/img/placeholder.png differ
diff --git a/addons/web/controllers/main.py b/addons/web/controllers/main.py
index 8c153e2f50d..32a5b7a0f77 100644
--- a/addons/web/controllers/main.py
+++ b/addons/web/controllers/main.py
@@ -1367,7 +1367,9 @@ class View(http.Controller):
 class Binary(http.Controller):
 
     @staticmethod
-    def placeholder(image='placeholder.png'):
+    def placeholder(image=False):
+        if not image:
+            image = 'placeholder.png'
         image_path = image.lstrip('/').split('/') if '/' in image else ['web', 'static', 'img', image]
         with tools.file_open(get_resource_path(*image_path), 'rb') as fd:
             return fd.read()
@@ -1460,7 +1462,10 @@ class Binary(http.Controller):
         if status in [301, 304] or (status != 200 and download):
             return request.env['ir.http']._response_by_status(status, headers, image_base64)
         if not image_base64:
-            placeholder_content = Binary.placeholder()
+            placeholder_filename = False
+            if model in request.env:
+                placeholder_filename = request.env[model]._get_placeholder_filename(field)
+            placeholder_content = Binary.placeholder(image=placeholder_filename)
             # Since we set a placeholder for any missing image, the status must be 200. In case one
             # wants to configure a specific 404 page (e.g. though nginx), a 404 status will cause
             # troubles.
diff --git a/odoo/models.py b/odoo/models.py
index 8ba0579e171..51f7879acee 100644
--- a/odoo/models.py
+++ b/odoo/models.py
@@ -6461,6 +6461,16 @@ Fields:
 
         return result
 
+    def _get_placeholder_filename(self, field):
+        """ Returns the filename of the placeholder to use,
+            set on web/static/img by default, or the
+            complete path to access it (eg: module/path/to/image.png).
+
+            If a falsy value is returned, Binary.placeholder() will use
+            the default placeholder 'web/static/img/placeholder.png'.
+        """
+        return False
+
     def _populate_factories(self):
         """ Generates a factory for the different fields of the model.