Sanna Fried is a stylist and artist based between New York City and Stockholm. Having spent time in the Middle East and Eastern Africa, she is driven by the desire to recount diverse and unique stories and has worked in the fashion industry for a decade The editorial is shot by renowned Swedish fashion photographer Ninja Hanna.
How did you choose to interpret the theme of Transformation in your story?
— I reflected on my own image — how I project myself to the world; I zealously take selfies, I paint myself and, rather obsessively, current and ex-lovers. Portrayed with irony but also beauty I wanted to see my self-obsession through the lens of another, another body, context, and medium — hoping that it might provoke a transformation in myself and others.
Why is this angle/interpretation important right now?
— With a multitude of elements constantly begging our attention, the “I” is at the centre of our digital culture. We all need to take a step back, to reflect, and explore the “we”. We need to move beyond seeing and start thinking, supporting and communing.
Tell us about the production; where did you shoot and why?
— For this shoot, I had an exclusive invite to shoot at Nyckelviken art school in Stockholm, my alma mater. This was a great privilege, as the school rarely allows external projects to take place on the historic grounds. My time there as a student was precious and to be able to shoot this personal project at this place that shaped my artistic eye brought a rawness to this editorial.
What was the most challenging part of this production?
— Self-examination.
What was the most rewarding part of this production?
— Self-exploration.
What is the most important issue to focus on in the immediate future?
— Radical love, action, and co-existence…
