Leica has announced the introduction of a new filter effect known as “Artist Looks” in its Lux camera app for iPhones. The inaugural filter is designed to emulate the photographic style of renowned celebrity photographer Greg Williams.
Similar to the existing color and black-and-white presets in Leica’s app, Artist Looks function as one-click filter options for straightforward photo enhancement. This marks Leica Camera’s first collaboration with a professional photographer to create looks that replicate their unique aesthetic. Williams’s filter draws light inspiration from Kodak Tri-X film, transforming color images to black and white. This conversion shifts the white point slightly, offering a subtle off-white tone that evokes a vintage warmth.
The latest update to the Leica Lux app, version 1.7, is now available on the iOS App Store. The Greg Williams filter is accessible for Lux Pro account subscribers, priced at $6.99 per month or $69.99 annually. Additionally, it can be obtained for free with the purchase of Leica’s phone grip, which is currently priced at $625 following recent tariff adjustments.
The Lux app serves as Leica’s specialized camera application for iPhones, enabling both free and paid users to capture images infused with Leica’s signature color science. Users can choose from various Leica-designed photo filters, including Classic, Chrome, and one inspired by the vintage Leica I Model A camera. Furthermore, the app incorporates specific portrait processing techniques derived from classic Leica lenses, emulating the characteristics of lenses like the 50mm f/1.2 Noctilux and the 35mm f/1.4 Summilux.
In addition to the Lux app update, Leica is also enhancing its Fotos app, enabling users of the Leica Q3, Q3 43, SL3, and SL3-S to install the Greg Williams filter directly onto their devices. For those who do not own one of the latest models, the Fotos app can still apply this filter to JPG images captured with any Leica camera equipped with Wi-Fi that can upload photos. Access to the Artist Look in the Fotos app does not carry any additional cost beyond owning a Leica camera.
Photo filters and film emulations are familiar concepts within the realm of mobile photography and for users of Fujifilm cameras. While Fujifilm draws on its own film stocks to inform its popular X100 series, other camera manufacturers generally offer standard settings (such as vivid and neutral) or explore creative avenues like Panasonic’s custom profiles for its Lumix S9 camera. Emulating a professional photographer’s distinctive style through this new Artist Looks feature represents a unique approach. It would be interesting to see more iconic Leica photographers develop their own styles, offering enthusiasts a chance to adopt the look of masters like Elliott Erwitt while capturing street scenes.
