Photographer Spotlight: Shaira Luna, Fashion Photography

Tell us a little bit about yourself, your education, your first job maybe, and how did you start photography?

Hello! I’m Shaira, and I’m a fashion and commercial photographer. I have been shooting professionally for the last 14 years and I still spend most minutes of every day thinking about images! I love imagining, creating, and sharing them.

I spent half of my career shooting fashion, portraits, and covers for our major local magazines (such as Philippine Tatler, Lifestyle Asia, and Mega), but since many of the print magazines I shoot for have folded (L’Officiel Manila, Preview, etc.), most of the work shoots that remain are fashion and lifestyle campaigns, and materials for both online use and out-of-home advertising, like billboards and store displays.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

These shoots range from major campaigns for brands such as Regatta, Penshoppe, SM, and Dove, to ads for companies like Ayala Land, Huawei, Fuji, and Century Properties, to name a few. It’s certainly a fun, challenging range!

As a photographer, I wouldn’t say I associate myself with a single style, although outside of these brand shoots, people usually describe my work as either dreamy, retro, or cinematic.

I personally think most of my shoots are simply light, easy on the eyes, and are hardly ever deep or thought-provoking! But it will also depend on who you ask, since I try to adapt and adjust as necessary – whether it’s a big ad campaign in a studio, an editorial, or my personal shoots that I produce whenever I have free days.

Because I’m constantly and consistently producing so many images of varying vibes, I take advantage of the digital age by sharing them on various platforms (I have five very active Instagram accounts, a Tumblr, a Facebook page, and a YouTube channel), and to different foreign indie-zines outside of my “style” (like Sticks & Stones, Cake Mag, C-Heads, Boys by Girls UK).

I have a very long history that I can probably attribute this flexibility and level of productivity to, beginning with the fact that becoming a photographer was the last thing I ever thought I would be! I won’t even touch on the personal aspect of all this, or else we’ll never finish!

Like many other children back then, I dreamt of becoming a doctor. I was into music, art, and dabbled in all sorts of hobbies and disciplines. I also had lots of “grown-up” duties, such as doing talks for the Department of Education, and hosting (and eventually producing) a segment for the morning show, Alas Singko Y Medya on Channel 2.

In 2000, at 13, I entered DLSU-Manila and was in BS Human Biology for two years. I finally realized I didn’t want to become a doctor after all, so I shifted a couple of times until I ended up in AB Filipino Studies major in Filipino in Mass Media. It was honestly a great course for me because of my media training. I thoroughly enjoyed my subjects there.

Also around this time, I was watching my singer-songwriter friend’s gigs and became so fascinated by the effect of the stage lights and got myself a point and shoot camera to document it.

Fast cut to 2006, I had zero drive to finish my thesis and I eventually stopped going to school despite everyone’s expectations. I left home, left the comforts, and finally found myself in uncharted territory! I was slowly progressing from a photography hobbyist to shooting all sorts of things, from events, to food, to products, and lifestyle stories as a freelancer and also for The Manila Standard.

Somehow the shoots and assignments kept coming, and I would take them all! The genres came by the years: 2008 was PR and events, 2010 was a lot of portraitures and profiles. 2012 saw a lot of food and lifestyle photos, and it was also the blossoming of my personal + fashion editorial work.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

In 2014, I started being represented by Jed Root Manila (now Artists & Company Manila), and 2015 were the years I started pumping out personal shoots at a furious pace – there were weekends when I could manage three fun shoots a day with different models, hair & make-up teams, complete with thrifted clothes and props from my own closet, a location that I rented or a set that I dressed, etc.

2016-2019 was the peak of shooting magazine covers, ads, and international travel to shoot fashion campaigns. Ah, who knows what else 2020 will bring? I don’t think I’ve ever had a single week free until March happened, so this period has been a very interesting adjustment.

Anyway, back in 2018 (while still working non-stop), I released my first photo book, entitled “Playing Long After Us.” It is made up of five love stories, set in different time periods, using things and clothes from my own dress-up “trunk,” of course!

I have a more detailed timeline of my career path here, in case anyone is interested: https://www.facebook.com/urbanizeph/videos/2566216900294547/

I’m just playful when it comes to shooting, really. I guess I operate more by feel than by calculations, in contrast to my rather calculated past and childhood. I will always be grateful for the people I’ve come across, and for the many, many chapters that consciously/subconsciously shaped the way I shoot and go about life!

What do you love most about what you do?

I could fill a book, but I’ll keep it short! When it comes to creating, among the things I love are that:
-I use a medium that is accessible and easily consumed
-I work with and learn from many people, from the creative world and beyond
-I have a responsibility to uphold high standards for myself, the process, and the output
-I get to play, and play dress up!
-Daydreaming is practically part of my job description
-In my own little way, I can show that creativity and can open up so many opportunities

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

What or who inspires you? Where do you find inspiration?

I am inspired by all sorts of things! Book covers, album covers, film stills, old music posters, family albums, people’s faces, I soak it all in! And I always seem to be inspired by objects – like, actual things you can hold, use, and feel. I have many personal shoots that developed from a single object or piece of clothing I found, and that piece will usually be in the photograph. Like portkeys to another world or time!

What is your favorite camera and lens? Could you tell us a bit about the equipment you use?

I have a few cameras and lenses on rotation, usually the Fujifilm GFX50s for commercial studio work, and the Fujifilm XT-3 for both commercial and editorial shoots. I use the Fujifilm X-H1 mostly for video. As for lenses, the Fujifilm XF 16-55mm f/2.8 and 50-140mm f/2.8 are my workhorses. I also have many different lights and modifiers that probably aren’t industry standard, but ones I like to use for fun.

When it comes to my personal shoots, it’s pretty normal for me to have three to four digital and film cameras slung around my shoulders. I also use disposable cameras, an Instax, and my Huawei P30 Pro & P40 Pro.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

Name an interesting place you’ve ever photographed? Travel destination? Favorite road trip, perhaps?

Abroad, one of the most interesting places I’ve ever shot fashion in was The Pinnacles, Western Australia. That landscape is bizarre! For a moment there I really felt like I would see aliens coming toward us, but sadly we only saw the occasional mob of emus. Speaking of Australia, I immensely enjoy Melbourne and Sydney as travel destinations. Aside from being a bit easier to go to than London, I look forward to the great museums, and the many brick structures and old houses that I love walking past. Not to mention the friendly dogs and cats just waiting for you to pet them! The light is also great for shooting, especially during winter.

Locally, nothing beats PICC for me. I love the vibe, the walls, the lights, the smell, and the staff! I can’t count how many times I’ve shot there, both for editorial and personal work. We also shot the “Take That Man” music video of IV of Spades, there, and it was also where I held the launch of my first photo book, “Playing Long After Us.”

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

What music do you like to listen to when you edit images? And can you name artists?

My brother has great taste in older music, so he’s in charge of the sounds when we’re in a shoot. They always ask for his 80’s-90’s set!

When I have to sit down and work on images, I definitely have my go-tos – my playlists have Queen, Spiral Starecase, Tower of Power, Elton John, The Monkees, Michael Franks; and then I have Dave Matthews Band, Pearl Jam, Stone Temple Pilots, Jamiroquai; also, Florence and the Machine, Fiona Apple, John Mayer, Kali Uchis, Mac Miller; the entire IV of Spades album, and I have a great OPM set, with everyone from APO Hiking Society, Sugarfree, Ben & Ben, to P.O.T.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

What is your dream photo shoot, dream photo assignment?

I would love no other thing as much as to be able to photograph the singer Florence Welch of Florence and the Machine! I love everything about her – her music, the way she speaks, dresses, and moves, even the flowers in her garden and the perfume in her powder room – I mean, an absolute dream woman! Her visuals and her poetry, stemming from her deep knowledge of art and history, are incomparable. I would be happy just to shoot in her study and play dress up in her closet that is overflowing with vintage clothes. A castle, or a 1940’s home, would also be nice locations to shoot in. The thought of ever shooting her honestly seems so far-fetched, but that’s why dreams are fun.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

Name at least 2-3 Filipino photographers you appreciate?

I really enjoy looking at photographs by Ralph Mendoza, Cenon at Mav, and Regine David. These artists have totally found their groove and their audience, and I am inspired by their images in spite of the fact that we have totally, totally contrasting styles, personalities (we are so different!), and processes. I can take a look at a subject and imagine how would Ralph shoot it, or how Regine would capture it, or what Cenon at Mav would make the scene look like. Also, the taste level is just up there. And they’re cool people, too!

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

Do you ever get burned out? If yes, what helps you get back into the creative process?

It’s been quite the opposite for me, for the last couple of years. It’s hard to shut off! It definitely wasn’t like this when I was just starting out. I find that, the more I shoot, and the more I learn, the more I daydream about what I can do, and there are more resources I can tap into to try and make that daydream come true.

Non-photography related, any other hobbies you love to do?

I go thrifting all the time, and as often as I can! There’s nothing my partner and I love more than rushing to the Bangkal thrift shops after a shoot, hoping they’re still open, or getting lost in HMR and Japan Surplus stores digging for tools, equipment, furniture, and shoot props.

If I were in the States or Australia, my idea of a perfect weekend would spending 6am-10am in a swap meet, then the rest of the day hitting all the thrift and vintage stores! Here in Manila, I can easily be in Makati Square for 4 hours, just ukay-ukaying for costumes and things I can wear in real life. This is a cheat answer, because it’s still related to photography, hahaha!

I truly grew more and more interested in fashion/fashion history because of my work, turning to thrifting to help me fuel this passion in a wallet+earth-friendly way. Aside from using my finds for shoots, I am also able to share thrifting tips and some fashion knowledge on my YouTube channel.

#fotografíaSpotlight © Shaira Luna, Fashion Photographer

What advice would you give to someone starting out?

Everyone has their own way and pace when it comes to learning, so the most general advice I can give is to not forget to enjoy the experiences, and to keep the same curiosity as you progress in your career. If you want to be in anything for the long run, you will give it your time, your energy, your trust, and your heart, especially.

Any photography project or discipline would you like to do after the enhanced community quarantine?

I’ve always wanted an archive of my photos online, and I just haven’t found a web space that I can afford. I have thousands of photos and stories that I want to tag – by year, by model, by art director, by hairstylist, by genre – all that jazz! I feel like it will be an incredible resource. If not, I’ll lay them out and print them as photo books for me to keep. That will take years to do, so I should probably start now?

Any message to fellow creatives during the pandemic?

If your position or situation allows you to, support or reach out to fellow creatives. A kind word of encouragement or appreciation of someone’s work, can go a long way, especially at this time. Don’t take our wi-fi and our screens for granted, because there are so many things we can access. Let’s use these responsibly, and let’s use these well. Also, don’t let go of your dreams and don’t let go of your self!

#fotografíaSpotlight All images © Shaira Luna and used with permission. To see more of her work, you may visit her website and follow her Instagram.

Thank you also to Artist & Company Manila for the assist.