design JOSEPHINE BERGQVIST
photographer NINJA HANNA
stylist NICOLE WALKER
hair  JOE-YVES 
make up ELVA ALHBIN
models MIA / Le Management & ANAB / Elite Stockholm 
art director LINDA HALLSTAN

MAID IN SWEDEN

Written by Josephine Bergqvist by Michaela Widergren

Sexism as I have experienced it in Sweden is the starting point for this collection. Our everyday lives are permeated with sexism, in many ways this is what constitutes society, for women. It has shaped me and is so deeply ingrained in me, that I can’t distinguish what is me than from what is sexism. Where does it come from, and how deeply rooted is it in the Swedish welfare state? How did the stereotypical image of “Swedish Girls” come about, and how has it impacted on us?

With “Swedish sin” and 1970s soft core porn - in Swedish called “happy porn” - as my point of departure, this collection reveals the ambiguity of being sexually liberated and sexualised. For this editorial we were inspired by Lars Tunbjörk’s photography and wanted to play with his themes. We also wanted to explore this complex of problems in a contemporary context. 

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