You have created a sort of girl dreamworld. How does your everyday life look like?

Everyday life is not as girlish but maintains some dreaminess. Living in San Francisco is like existing in some beachtown movie with a plethora of candy houses, parks, and cafes that I can spend my time creating in. I am quite happy with my current life setting.


What was the best and the worst someone said to you about your work?

The ‘best’ thing anyone could tell me is that my work inspired them in some way. The worst was when someone told me that I make my models look like ‘rape & abuse survivors’. lol.


What differences do you see between your fashion work and your personal photos?

There is not much of a difference… the main point with any photo is to trap the beauty in the moment. There are a lot of moments swimming past at all times and it’s simply an exaggerated documentation of what I saw.


Why did you opt for fashion photography? Were you always interested in it?

Fashion photography was an obvious theme as it allows for a lot of my favorite things: mystery, imagination, beauty, femininity, sensuality, art, magic, color.  I was really drawn to fashion photography in magazines when I was 13 but didn’t start photographing it until I was 17 and could force my friends to put lamp shades on their heads and wear weird dresses.


I take it you are a vintage lover. Which decade would be your favourite to live in?

I’m just a groupie for the 70s…. the colors and films and clothes and furniture were fantastic. I think it was the last classic decade, before everything went to dirt in the 80s!


Your photos have an essence of secret about them. Wanna share a secret of yours?

A  secret I have is that I have never been confident in my own style and am, for the first time, enjoying shopping and dressing myself. What a fat surprise for someone who photographs fashion 102% of the time.

Interview by Amanda M. Jansson