Leica launches new "Artist Looks" with Greg Williams for its LUX iPhone app
Images: Leica Leica has rolled out a new update, version 1.7, to its LUX iPhone app. It introduces a cinematic filter developed with British photographer Greg Williams. The update marks the debut of Leica's new "Artist Looks" series, which will feature collaborations with photographers known for their distinctive visual styles. Williams, who has captured celebrities such as Daniel Craig and Margot Robbie, helped design the new look to emulate his signature aesthetic. It resembles scans of classic Kodak Tri-X 400 film. According to Williams, the goal of developing this filter was to allow users to create an image that “feels real — not overdone, not artificial,” like many contemporary smartphone filters. The latest version of the LUX app also introduces new customization tools, including the ability to mark favorite looks for quicker access. Leica says this feature is designed to benefit users who frequently return to specific styles in their workflow. In addition to its iPhone availability, the Greg Williams Look will soon be accessible through the Leica FOTOS app, available on iOS and Android, allowing Leica camera owners to apply the Artist Look to their images. Image: Leica The Greg Williams Look is included in the app’s full version, which costs $6.99 per month or $69.99 per year. You can test out the filter with up to 36 images before you must upgrade. It's included for one year if you own the Leica LUX Grip, which costs $625 post-tariffs in the US, and is currently out of stock on the company's website. Press release: Leica Camera launches “Artist Looks” in Leica LUX iPhone app – debuting with British star photographer Greg Williams Update v1.7 introduces a new cinematic look and expands customization features Wetzlar, 15 May 2025. The latest update of the Leica LUX app introduces even more personal expression opportunities and creative flexibility. Developed in close collaboration with renowned British photographer Greg Williams, the new Artist Look brings his distinctive cinematic aesthetic to mobile photography. Inspired by classic Tri-X 400 scans and finely tuned for a variety of lighting conditions, the look avoids artificial enhancements and instead emphasizes authenticity, warmth, and intimacy. It also marks the beginning of a new series of Artist Looks to be released in the future. “I wanted to create a look that feels real – not overdone, not artificial. No extra sharpening, no effects – just the image and the moment. The Leica LUX app made it possible to bring that aesthetic to the smartphone – with a cinematic depth I previously only knew from my Leica cameras,” says Greg Williams. About Greg Williams Greg Williams is one of the most influential photographers of our time. Known for his cinematic visual language, he regularly photographs leading figures from the international film world – including Daniel Craig, Kate Winslet, and Margot Robbie – and has helped define the visual identity of modern-day Hollywood. A long-time Leica user, Williams was also part of the global campaign for the Leica Q2 Daniel Craig Edition. His work blends documentary precision with emotional proximity and handcrafted clarity. New customization features Users can now mark favourite looks within the app for faster access – a practical feature for those who work with recurring stylistic elements. Coming soon to Leica cameras The Greg Williams Look will also be made available in the Leica FOTOS app, enabling users to apply the same visual character when shooting with Leica cameras. Leica LUX – Leica imagery on the iPhone Camera AG expanded its mobile business and launched the jointly developed Leica LUX app in 2024. The app brings the visual DNA of iconic Leica lenses to the iPhone – with manual camera controls and a growing library of characteristic Leica Looks. With a current rating of 4.8 stars, Leica LUX is now the highest-rated photo app in the App Store. Leica LUX v1.7 is available now in the App Store. The Artist Look by Greg Williams is part of the full version and included free of charge for one year with registration of a Leica LUX Grip.
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| Images: Leica |
Leica has rolled out a new update, version 1.7, to its LUX iPhone app. It introduces a cinematic filter developed with British photographer Greg Williams. The update marks the debut of Leica's new "Artist Looks" series, which will feature collaborations with photographers known for their distinctive visual styles.
Williams, who has captured celebrities such as Daniel Craig and Margot Robbie, helped design the new look to emulate his signature aesthetic. It resembles scans of classic Kodak Tri-X 400 film. According to Williams, the goal of developing this filter was to allow users to create an image that “feels real — not overdone, not artificial,” like many contemporary smartphone filters.
The latest version of the LUX app also introduces new customization tools, including the ability to mark favorite looks for quicker access. Leica says this feature is designed to benefit users who frequently return to specific styles in their workflow. In addition to its iPhone availability, the Greg Williams Look will soon be accessible through the Leica FOTOS app, available on iOS and Android, allowing Leica camera owners to apply the Artist Look to their images.
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| Image: Leica |
The Greg Williams Look is included in the app’s full version, which costs $6.99 per month or $69.99 per year. You can test out the filter with up to 36 images before you must upgrade. It's included for one year if you own the Leica LUX Grip, which costs $625 post-tariffs in the US, and is currently out of stock on the company's website.
Press release:
Leica Camera launches “Artist Looks” in Leica LUX iPhone app – debuting with British star photographer Greg Williams
Update v1.7 introduces a new cinematic look and expands customization features
Wetzlar, 15 May 2025. The latest update of the Leica LUX app introduces even more personal expression opportunities and creative flexibility. Developed in close collaboration with renowned British photographer Greg Williams, the new Artist Look brings his distinctive cinematic aesthetic to mobile photography. Inspired by classic Tri-X 400 scans and finely tuned for a variety of lighting conditions, the look avoids artificial enhancements and instead emphasizes authenticity, warmth, and intimacy. It also marks the beginning of a new series of Artist Looks to be released in the future.
“I wanted to create a look that feels real – not overdone, not artificial. No extra sharpening, no effects – just the image and the moment. The Leica LUX app made it possible to bring that aesthetic to the smartphone – with a cinematic depth I previously only knew from my Leica cameras,” says Greg Williams.
About Greg Williams
Greg Williams is one of the most influential photographers of our time. Known for his cinematic visual language, he regularly photographs leading figures from the international film world – including Daniel Craig, Kate Winslet, and Margot Robbie – and has helped define the visual identity of modern-day Hollywood. A long-time Leica user, Williams was also part of the global campaign for the Leica Q2 Daniel Craig Edition. His work blends documentary precision with emotional proximity and handcrafted clarity.
New customization features
Users can now mark favourite looks within the app for faster access – a practical feature for those who work with recurring stylistic elements.
Coming soon to Leica cameras
The Greg Williams Look will also be made available in the Leica FOTOS app, enabling users to apply the same visual character when shooting with Leica cameras.
Leica LUX – Leica imagery on the iPhone
Camera AG expanded its mobile business and launched the jointly developed Leica LUX app in 2024. The app brings the visual DNA of iconic Leica lenses to the iPhone – with manual camera controls and a growing library of characteristic Leica Looks. With a current rating of 4.8 stars, Leica LUX is now the highest-rated photo app in the App Store.
Leica LUX v1.7 is available now in the App Store. The Artist Look by Greg Williams is part of the full version and included free of charge for one year with registration of a Leica LUX Grip.
