Name: Frida-My Sundqvist
Job title: Photographer/Visual creative/ Student
Frida-My is an up and coming artist and photographer who already had her work shown at the Swedish Museum of Modern Art and F12. Created audio visuals for the festival Berlin Atonal and is at the moment working on her own magazine, together with graphic designer Linnea Mesko and writer Frida Regeheim with a release this spring. She has been part of our Collaborative Creation 4 and interpreted our Pre-spring 17 collection – out in store now.
How have you designed the series and what is the story behind it?
Dagmar wanted to lift me as young creative woman. Therefore, the first thing I wanted with the series was to involve and work with other young creative women in all leads. In the series we see Sofia (who is an artist, musician and friend) like Alice in Wonderland growing out of her house. Hands are disproportionate, she has grown up to the roof and cringe at the windows to look out.
It is the contrasts between traditional, strong, young and subtle that makes the series dynamic and has been my starting point when I interpreted the Dagmar collection. Which I feel are strong and classic, however in development.
The series also alludes in symbolism. In the bed, as once belonged to Selma Lagerlof, I wanted Sofia to play with a big beautiful shell as may take place both in the picture as the context. Something prohibited historically.
How did you start with photography?
My photography felt real to me when I started to shoot on film. Not for the old method or technique, but because it was then I started to shoot only what I like. It is more intimate, and was a contrast to all blog photography that I would say had its peak then. The expression you get with film and my approach to photographing with film was something I fell for and it got me to grow as a photographer.
What inspires you?
Right now it’s mainly younger women like Ana Kras, Posternaks-sisters, Nicole Walker, Hedvig Jenning but also Benjamin Vnuk. I think they work on a broad arena with both image, form and expression, which is something I generally return to. I can be inspired by a photograph as much as a chair or a garment. It is all a bit one and the same, form and expression – you want to feel. Ideally, I prefer everything in a collective overdose.
Picture of Frida-My in the Madeleine blazer from last nights vernissage
Tell us about your photography and how you portrait women?
I shoot fairly broad right now because I want to learn as much as possible from different places and contexts. But short my photographic expression is quite minimalist, I’m very interested in color, I love to shoot fashion with room for it to touch the viewer and if I get to decide I love to make film to the things I photograph. Again, it is about to involve different forms and expressions.
I see it as a moment in which I create along with another individual. We do different things but we work until we make it together. At the same time, I am aware that my approach is grounded in an awareness from when I studied art history and visual communication. And of course, I have power over lots of choices as a photographer, but still I want to strive for the collaboration. Sometimes, I get a bit tired of roles, I rather work and believe in creative teams than titles.
What are your favorite Dagmar pieces?
The wide Penelope pants together with the Madeleine blazer. I have a thing for matching sets.
Advice to other women who want to become a photographer?
I believe in finding other individuals and creators who like what you like and then create together, get on the projects and contact other individuals that feel interesting. I think it is a fun and rewarding way to learn and develop. I chose to join a school so I can have more time and space for my own jobs, projects and ideas.