Salem for Issue 13

6 March 2019

Photographer HELENA PÅLS
Fashion MATILDA SANDSTRÖM
Hair by SARA ERIKSSON
Makeup SANDRA KARLSSON
Assistant YOUNÈS OTHMAN
Models ELVIRA and LEONARD at STOCKHOLMSGRUPPEN, VILHELM NYROS at NISCH MANAGEMENT
Above intro by MARIA MEMET

Generation Z. The prospective of today. But who are they, what are thinking and how do they see the world? And what is it that makes them the rare contemporaries? In our new Autumn Winter '17 issue, photographer Helena Påls digs deeper into the souls of the young in a beautiful editorial, to share a glimpse of a group of Stockholm Gen Z'ers as they move from school to home. From the excitement of abandoning pencils and books - and all worries of the days school stress - to the moments of complete relaxation as soon as the sight of your own front gate comes into view. Welcome to Salem - complete peace, serenity in its truest form.

A few moments from this stunning visual tale are shared below, as Helena welcomes the teens to take their journey from rigid school uniform to perfect ease. She documents ambivalent daydreaming and delves into what may hide behind the mask. And for us watching, the longing memories of the school days might come washing back. Perhaps a welcome moment or two, as your own fragments of these youthful days are brought to the surface.

Stylist Matilda Sandström cracks the fine line between obedience and obstinate. Nostalgia and wistfulness of the younger days - remembering the white knee high socks. The eagerness to revision into the cool comfort of trainers. With Scandinavian ease and clean lines to soothe the mind, clothes are effortleessly worn and occationally swapped. This generation has less boundaries and are more free in their expression. You're transformed back to your days of struggling to do up that old school tie, whilst uniting in orderly lines for assembly. Responsibility versus pleasure - focus versus ease.

Find the full 12-page editorial, beyond these brief teasers below, in our new Autumn Winter '17 Issue 'Tales Of A New Generation', which is available to buy in selected stores and online now.
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