Fashion shot using the Fujifilm GFX 50R

Shooting for John Varvatos fashion brand during the 95th Pitti Immagine Uomo
John Varvatos Pitti Uomo Fujifilm GFX 50R

Fashion shot using the Fujifilm GFX 50R

Posted on Jan 14th, 2018

During the 95th edition of Pitti Immagine Uomo, I’ve been contacted to shoot for the American brand John Varvatos.

The project has been very interesting for two reasons: the first, my models were all well known international fashion influencers that I know from years, so we’ve got a very good relationship and you know how much important is to feel comfortable with who you shooting. Secondly, I’ve to admit (and to say this I did not get any cent in my pocket) that I loved the style of the collection I had to shoot since I’m a big rock fan (I even had a band before I moved to Florence). So shooting this crew with this cool outfit and electric guitars and Marshall amps was a joy!

There was also another important point for me to look forward to this shooting: was the first one I was going to use the new Fujifilm 50R!

Yes, I had the chance to get the camera with the 45mm f/2.8 and the 110mm f/2 for all the duration of Fashion Week in Florence.

I already posted some first photos from my first contact with the Fujifilm GFX 50R but that was really a quick look. For the fashion week, I could get more in deep using the camera and have a real idea if the camera was worth a possible future investment (I would have to buy camera + new lens).

For sure, one of the question that a Fujifilm X series owner could have is: can you really see the difference in quality from the GFX compared to the X series?

Well, yes.

I’ve to say that my initial expectation where excessed. I will dig in more about the lens quality in the next post, in this one I want to focus on one aspect that got my attention: the quality of the final jpg.

Usually, as an X-Series owner, shooting about 4-5 years with Fujifilm mirrorless camera, I’m aware of the quality of the final jpg. But I always prefer to have the raw file since I’ve also some correction to do on the file and I want to enhance the sharpness of the photo developing the file using Capture One Pro 12, or converting the RAF file in DNG with the Iridient X Converter and then developing it in Lightroom.

Well, the jpg from then GFX is perfect. I was amazed that what I need was already there. I set the camera to use the Astia color film simulation and set the Color on “+ 2”. The white balance was perfect, the exposure, and final sharpness as I want. So there was almost no need for me to develop the .RAF file ( I’ve shot .raw+.jpg of course) since the file was perfect. I only add a slightly small tone curve to add a bit of contrast.

I found this way of shooting with the Fujifilm GFX 50R the same as I had this summer while I shot using an old Pentax 67 with the film: when you get the film scanned, you have a jpg final file that is ready to use, ’cause there no need of post-processing. You save a lot of time.

I think this is a good exercise for all of us photographers: try to get the correct final shot directly from the camera. We can save a lot of time on the post-processing after the shooting.

Someone may complain that using a .jpg file could not be enough qualitative for big printing, considering the 50-megapixel resolution. Well, you can always use the Fujifilm X Raw Studio: only with the GFX, you will be able to export a pure .Tiff file without compression and you will have the same settings as shot with the camera on the set.

I am curious to know your opinion and if there’s someone else that uses only the final jpg out of the Fujifilm GFX 50s / 50r cameras!

Update 15/1/18
I want to add here under a portrait gallery of the fashion influencers I had shot for this campaign. These photos here have been shot with the Fujifilm X-Pro 2 and the 35mm f/1.4.

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