37 Frames
Browsing Category
Inspiration & Stories
30 posts
2016 | Ten Years Ago, We Were Still Becoming
A reflection sparked by a simple IG trend and a decade of distance. Looking back at 2016 – a year of movement, experimentation, and creative shaping … and the reminder that style evolves, voices deepen, and growth only becomes clear in hindsight.
Two Women, One Vision: How 37 Frames Built a Global Wedding Brand From Tokyo
It Started With Two Cameras and a Vision Two women in Tokyo. Us. Two cameras. A shared sense…
Ichi-go Ichi-e: Treasuring an Unrepeatable Moment
What Ichi-go Ichi-e Means There’s a Japanese phrase that sits right at the heart of everything we do: ichi-go…
What Will Really Matter in the End
We’ve had a little more quiet than usual lately. The kind of space that invites reflection. During our…
A New Year, Held Gently | 2026
There’s something about a new year that makes people speak in absolutes. Fresh starts. Clean slates. Big declarations.…
Thelma & Louise | The Road, the Reckoning, and the Women Who Keep Driving
There are movies that entertain you. And then there are movies that name you. For us, that was Thelma & Louise. A reflection on the film that shaped our creative partnership, our business philosophy, and the way we navigate life as two women choosing the road less traveled.
Ukiyo: The Floating World
What Is Ukiyo? In Japan’s Edo period, ukiyo meant “the floating world”. A poetic description of life’s fleeting pleasures. Think…
Furusato: The Hometown That Stays With You
What Furusato Means Furusato (ふるさと) is the Japanese word for “hometown.” But it’s more than a place on…
Kaizen | The Japanese Philosophy of Continuous Improvement (in Weddings) and Life
Kaizen: The Small Steps That Change Everything If Nagomi is calm, then Kaizen (改善) is motion. It means “continuous improvement,”…
