37 Frames
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Inspiration & Stories
31 posts
Walking Paradoxes
Some people want you to pick one thing. Photographer. Planner. Creative. Business. But the most interesting work lives in the overlap. This is why we’ve always embraced the in-between.
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…
