Match made in HEL - The Runway. The key motif of the 'Runway Experience' at Helsinki Airport by fashion photographer Samuli Karala

Ever since his school days, Samuli Karala was fascinated by portraiture. 

It’s only natural that he’s become one of the most sought after photographers in the fashion and beauty industry, regularly working with magazines such as Vogue, I-D, The Observer Magazine, Marie Claire, South China Morning Post, InStyle, Muse, Elle and Emirates Woman. 

“I take pictures of humans, not models. I always want to capture the human nature behind the façade. And the same goes for products too - I seek the color and the soul of the object, constantly looking for the story inside.”

Everything, everyone and every place have a story, believes Karala. Based in London but working often in Dubai, Berlin, New York and Los Angeles, he knows how to bring international brand stories to life with color, shadows and light. 

Whether it’s a portrait of Finland’s president Mr. Sauli Niinistö or R&B star Kelly Rowland or one of the numerous commercials and advertorials clients such as WWF, Bvlgari, Magnum (Unilever), Audi, Chanel, Gucci, Louis Vuitton, Fazer, Unibet, Nokia, LIDL, Warner Music, Universal Music, Finnair/Finavia and AXE, they all have one thing in common –  all have trusted Karala’s distinctive creative vision.