Inspirations

Don't think, just shoot

An approach to photography far from traditional. An unplanned snapshot, taken not by meticulously studying framing or light, but free, spontaneous and instinctive, with the sole aim of capturing the moment.

Expressive images that represent a distorted version of reality, taken at unusual angles and in unrealistic colours, evoking ageless atmospheres.

This is Lomography, the cult style created in Prague in 1992 which went on to become a full-blown cultural movement in the art of photography, summed up by the slogan: “don’t think, just shoot!”. This movement is the inspiration behind several of the patterns in the Creative Collection Chapter XII.

The art of Lomography was pioneered by two students, Matthias Fiegl and Wolfgang Stranzinger, who stumbled across a small LOMO camera, made in St Petersburg, at a flea market in Prague. This bolt from the blue soon became a cult among enthusiasts.

All thanks to the unique qualities of the 32 mm lens, which refracts light sources on medium-dark contrasts, resulting in vivid, saturated colours and vignetting at the edges of the image. The effects of these distortions are accentuated by burn marks, light leaks, and blurring, making use of out-of-date rolls of film.

The unique aspect of a Lomography shot is that it captures an instant in total freedom, without worrying about the end result.

According to the 10 golden rules of the motto, the photo can be taken standing or lying down, without looking through the viewfinder, getting as close as possible to the subject, in order to get a different perspective and create an intimate connection with what we are shooting. Thus the images successfully convey passion, emotion, the fleeting quality of a single moment. Glamora takes these stylistic codes and reinterprets them, offering intense impressions and atmospheres from another era.

Discover the collection