Franco Guidi – Luxury brand photographer. Documentary storyteller. Based in London.

Before shooting for luxury brands, I spent years documenting lives across China, Southeast Asia, and the Mekong Delta, communities in Laos living with the legacy of war, tea traders following the ancient Horse Road through Yunnan, portrait series made deep in the mountains of northern Thailand. That training, learning to find the essential image in complex, uncontrolled situations, is the foundation on which everything else is built.

Working with luxury brands requires a different discipline but the same fundamental skill: seeing what makes something worth looking at, and knowing how to make a viewer stop. Whether it’s a skincare serum, a fragrance, or a piece of fine jewellery, I approach every product with the same attention I give to documentary subjects: what is the honest nature of this thing?

I spent six years as staff photographer at Liberty London, one of the most distinctive retail brands in the world, an experience that shaped how I think about brand identity, independent makers, and the relationship between craft and visual communication.

Based in London, I work across still life, product, and on-model imagery for luxury beauty, skincare, fragrance, and jewellery brands. My background in digital marketing means I understand how images work across every channel — e-commerce, editorial, social, and print — and I deliver accordingly. Every project begins with a brief conversation and ends with fully retouched, campaign-ready files.

From Shanghai to Florence, Berlin, and now London, my career is rooted in visual storytelling, whether capturing the human condition or crafting custom campaigns for contemporary brands. The long way round turned out to be the right way.