A deep breath of purely fresh air expands its volume in the lungs. Boots sinking into the wet mossy ground. A group of Swedish youngsters escape into the woods in a beautiful fashion editorial in our new AW17 issue 'Tales of a new Generation'. Photographer Sandra Freij and stylist Martin Persson go into the woods of Sweden to capture the Nordic version of Generation Z - ready to explore what it means to be young in Scandinavia.
Together with Theodor, Tommy and Victor (Nisch Management), Leonard (Stockholmsgruppen) and Bertil (Mikas), they leave the city behind for a one-day-escape. With Sandra's passion for capturing models in groups, we challenge her to turn her lens to photograph these four boys together in this green-detox landscape for our new issue. Portraying the five Scandinavian souls searching for tranquillity in a more reduced landscape, this image series simply makes you feel things. Possibly the calm of the Swedish woods or the chilled attitude of these Gen Z'ers.
Martin Persson’s styling uses clean lines and nude palettes to channel timeless elegance and Scandinavian perfection. Our Swedish youth is wrapped in classic trench coats, while they let the fresh breeze caress their skin. Combined with sportive hiking boots and jumpers in natural primary colors, the boys are ready for whatever may be.
Make sure to get your own copy of our new Autumn Winter issue '17 issue, see full 12-page editorial (beyond the brief teasers below) and escape into the calm wild of Sweden. 'Tales Of A New Generation' is now available in selected stores selected stores worldwide
Photography SANDRA FREIJ
Fashion MARTIN PERSSON
Makeup LOVISA LUNNEBORG
Hair Assistant SOFIA MIDFÄLL
Photography Assistants DOMINIC HEDGECOCK and PER NILSSON
Viktor, Theodor and Tommy at Nisch Management
Leonard at Stockholmsgruppen Models
Bertil at Mikas
Above intro by Berit Warta