In the spring of 2008 I collaborated with illustrator Linda Backman working on an art project with the aim to figure out what personal style really was. To do that, we turned our focus to a place where creativity blossomed, where trends unlike in Sweden didn’t seem to be ”the law”, and where the people seemed to have a more relaxed and healthy attitude to life. We went to Buenos Aires, Argentina.
During three weeks we walked the streets, clubs and parks in order to find individuals with a personal style and capture that style on film and paper. I did the photography and Linda the illustrations. Back in Sweden we analyzed the outcome, finding patterns among the pictures. The art project led to an inspiration book: Personal Style, which we designed in 2009.
Apart from the photos and illustrations the book also contains interviews with influential Swedish/Argentinean fashion people like Lotta Levenhaupt, Tomi and Cherry, Stefan Nilsson,
Peter Siepen and Bea Szenfeld.