Samuli Karala started his career as a photographer in England in 2002 while he was still studying at Kent institute of Art & Design. He has been interested in portrait photography since the very beginning of his career. In the early days he used to find himself often in London National Portrait Gallery.

Samuli´s first assignment was the band Westlife’s music video. After this assignment he was convinced that his dream of becoming a radio presenter was history. Not that the song “Miss u nights” was bad, but because he heard it so many times during the day. In the midst of the hectic photo shoot Samuli asked one of the members of Westlife if he could photograph him and his child. That picture became Samuli´s first real portrait – and he is still proud of it.

Samuli became interested in fashion photography while experimenting with lighting. He photographed young models shivering of excitement of being in the fashion industry, styled by young, ambitious stylists. He photographed them as he would photograph any other person in entertainment, politics or sports. He wanted to hear their story – focusing on their faces and body language. Those days clothes, make-up and hair were irrelevant. The model was everything. This all has lead Samuli the way to shoot international celebrities and top models and to work with stylists, hair stylists and make up people all over the world. Irrelevant became relevant.