Can you remember when you first held a camera?
I don’t remember exactly when I first held a camera, but I remember when I fell in love with the camera. I was 16 years of age and I was going to art school where we had to do an art related internship somewhere.
I choose to do it with a photographer and from day one I was hooked! I just loved to work with the camera as an extended tool of my vision. And the magic in the darkroom was a new world opening up to me.
What is a childhood image burnt into your mind?
I have a vivid memory of me and my sister cartwheeling on the grass in our backyard.
Can you tell me an iconic photographer whose work you got very fascinated by? What did you feel when looking at their images?
I have always adored Sally Mann and how she capture her family, her surroundings and making it to true art with a magical beauty.
Do you think the “male gaze" is a myth?
Not even sure what it means…
What was your first fashion shoot? I made extra money by doing test shoots for models who needed pictures for their portfolios. So I guess one of those would qualify as my first fashion shoot. All the intention to be a fashion shoot but I did hair, make up and styling myself.
What do you love most about the Fashion Industry?
That I am able to work with what I love!
What do you most hate about Fashion Industry?
That it takes it self way too serious.
If you would start out now what would you be doing, how would you go about // who would you work with and where would you be aiming?
When I started out it was crucial to work as a full-time assistant, which was what I did after art school. I was full-time assisting for 5 years, built my portfolio with test shoots and also got connections.
Today you have the whole internet to promote yourself and you can find your way into industry that way.
Statistics show that only 1 in 12 of the big money jobs i.e. Womenswear-, Beauty and Perfume campaigns are shot by women. In the last 4 ½ years VOGUE PARIS did not have a single cover shot by a female photographer. Is there just no qualified female fashion photographers out there? What do you think is the reason?
I would say the main reason is that the majority have always been male photographers, and it will take a while for the industry to catch up with all the new talents out there. I am very positive it comes a chance in this area.
One says it takes 10’000 hours to become a master of a craft, how long in hours/days/years did it take you to make a living?
I was very lucky to be able to make this into my living directly after my years as an assistent. I was around 22 when I started my own company.
Who is your female fashion image maker icon and who is your the one to watch?
Louise Dahl-Wolfe is a true icon and a pioneer. There is so many new talents out there I can’t name one.
Who is your female fashion designer icon and who is your the one to watch?
Phoebe Philo can’t do anything wrong :)
Look out for Swedish design duo Elin Kling and Karl Lindman and their brand Totême
What makes you feel comfortable on set?
How important is your team?
Very but most important is the connection with the talent.
What do you say about the charge that all fashion photography is predominantly sexist?
I think it is in the eye of the beholder…
There is a big surge of feminism at the moment - do you think that will affect Fashion Photography?
When I look at your work, I really love your shoot of Grace Elizabeth and the one of Carolyn Murphy. What is yours?
I can’t really say because it’s always hard to look objectively at my own work. But I do like those shoots a lot as well.
What was your relation to fashion prior to working in this industry? Has it changed?
My interest has always been with the image and the aesthetic more than the clothes. I would say that’s still my point of view.
What qualities do you value in an agent?
That they believe in you.
What qualities do you value in a client?
That we are sharing the same vision.
What is the most valuable piece of advice you were ever given and what advice would you have wished for earlier on in your career?
I wished I would have been a bit more diplomatic. But at the same time the best advice is still to be true to yourself.
What is your next big project or goal for your career?
I would love to explore longer film projects.
Is there anything in particular you'd like to accomplish?
To finish a short documentary that I have been working on as an idea but never get around to start.