Lara Guinle isn’t just a photographer; she’s a visual architect. Based in Los Angeles and boasting a decade of experience in editorial and commercial photography and creative direction, Guinle has carved a niche for herself crafting compelling content for brands and artists in the fashion, music, and lifestyle industries. Her keen eye has graced campaigns for household names like Love Your Melon (in collaboration with Disney and Barbie), Solé Bikes, and even captured Grammy-nominated musician Karol Conka for Marie Claire Brazil. Beyond her individual work, Guinle is also the Photo Editor for Shutterstock and the co-founder of LAB185, a dynamic creative agency she runs with her partner, Doug Lima.
LAB185, established in 2017, is a testament to Guinle’s collaborative spirit and dedication to blending storytelling with cultural relevance. The duo, partners in life and craft, leverages their diverse backgrounds to produce visually driven content. Doug Lima, with his roots in videography, expertise in business management, and focus on digital storytelling, complements Guinle’s global perspective and foundation in Fashion and Design. Together, they offer a potent blend of concept-driven campaigns, music visuals, and branded content, adapting to project needs with a focus on authenticity, aesthetic detail, and impactful imagery.
A passionate advocate for analog photography, music, and fashion, Guinle’s work is characterized by its visually striking, emotionally resonant, and culturally relevant nature. But what tools does a professional like Guinle rely on to maintain her edge in the ever-evolving world of photography? We sat down with her to delve into her gear choices, her approach to natural light, and her expert perspective on the competitive photo tech market in 2025.
The Latest Acquisition: Fujifilm X-H2
When asked about her most recent camera purchase, Guinle immediately mentions the Fujifilm X-H2. “I was looking for a hybrid setup that could deliver sharp stills and high-quality video without slowing me down,” she explains. The X-H2’s appeal lies in its ability to seamlessly transition between photography and videography, a crucial feature for modern creatives.
“The image quality is incredible, and I love the color science—it’s perfect for the kind of natural light shooting I do,” said Guinle. Weight is also a significant factor. “Plus, it’s lightweight (under 2 pounds) but still feels super solid, which is a big win when I’m moving around a lot on set or location.”
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Favorite Cameras: A Blend of Analog and Digital
Guinle’s preferences reflect a deep appreciation for both the traditional and modern. For film, the Mamiya RZ67 holds a special place. “Shooting medium format slows everything down in the best way—it makes you more intentional, and the images have this beautiful depth and softness that I’m always drawn to,” she said. The deliberate process inherent in medium format photography encourages a thoughtful approach to composition and lighting, resulting in images with a distinct character.
On the digital front, the Fujifilm X-H2 continues to impress. “It’s super reliable and lightweight, which is perfect for how I like to shoot,” Guinle says. “The color science is a huge plus too—Fujifilm’s profiles give me tones that already feel close to my film work, which makes it easier to maintain a consistent aesthetic across different projects.” This ability to bridge the gap between analog and digital aesthetics is a key advantage in maintaining a consistent brand and visual style.
Camera Must-Haves in 2025
Looking ahead, Guinle identifies several critical features for cameras in 2025. “Speed, dynamic range, and smart autofocus are non-negotiables,” she said. In a fast-paced creative environment, these attributes are essential for capturing fleeting moments and achieving optimal image quality.
She also emphasizes the importance of hybrid capabilities. “I also look for cameras that can keep up with hybrid shooting—photo and video—in a single setup.” The convergence of photography and videography demands versatile tools that can seamlessly transition between mediums.
Finally, portability remains a paramount concern. “And honestly, when thinking about digital portability matters more than ever. I need gear that doesn’t slow me down when I’m on the move, whether I’m shooting on set or a busy street in LA or NYC.” Compact and lightweight equipment allows photographers to remain agile and responsive to spontaneous opportunities.
Favorite Lenses: The Fujifilm XF 80mm f/2.8 Macro
For digital work, Guinle singles out the Fujifilm XF 80mm f/2.8 macro lens. “It’s incredibly sharp and versatile—I use it for everything from detailed product shots to intimate portraits,” she explains. “I love how it captures texture and depth without feeling too clinical.”
The lens’s versatility and ability to render detail and depth make it an invaluable tool for a wide range of photographic applications.
Mastering The Art Of Natural Light In Photography
Guinle’s approach to natural light is fundamental to her aesthetic. “Natural light is at the core of most of my shoots,” she asserts. Her process begins with meticulous location scouting. “I always scout locations for light first, and then shape everything around it.” By carefully observing how light interacts with a space, she can strategically position her subjects to maximize its impact.
“I like to work fast and intuitively—catching those in-between moments when the light hits just right,” she adds. This ability to anticipate and capture fleeting moments of perfect light is a hallmark of her work. For indoor shoots, Guinle employs a practical approach to manipulating natural light. “I’ll often position subjects near windows and use reflectors to keep it soft but balanced,” she says.
Navigating the Competitive Photo Tech Market
Reflecting on the state of the photo tech market in 2025, Guinle acknowledges the rapid pace of technological advancement. “Tech is evolving so quickly—it’s easy to get caught up in specs,” she observes.
However, she believes that true success lies in prioritizing storytelling and emotional connection. “But I think in 2025, the pros who stand out are the ones who stay focused on storytelling and emotion.”
Ultimately, Guinle relies on gear that supports her artistic vision. “That said, I rely on gear that supports that vision: solid mirrorless systems, fast primes, and hybrid cameras that let me move seamlessly between photo and video.” These tools empower her to capture compelling imagery while maintaining the flexibility and efficiency required in a competitive industry.
Lara Guinle’s insights offer a valuable perspective on the evolving landscape of professional photography. Her emphasis on storytelling, combined with her strategic use of technology, underscores the importance of both artistic vision and technical proficiency in achieving success in 2025 and beyond. Her journey, from fashion design to visual storytelling, serves as an inspiration for aspiring photographers and creatives alike.
Follow Lara Guinle on Instagram @laraguinle.
