Biography / Mattias Edwall
“Swedish fashion photographer Mattias Edwall´s presence is total, he seems to see right to the core of his objects. And although his work is classic with all the ingredients of excellent quality photography; his technique is next to perfect, the momentum is there as well as heart and soul. But looking closer the equality imperfect is also evident. Something that stands out or maybe just the nagging feeling of not getting the whole picture. Clearly, Edwall has his intentions, but he likes to leave it up to the viewers to form their own opinions and feelings about his pictures. he´s not one to dictate, Edwall, rather intrigue or inspire. that´s the heart of Mattias Edwall´s photography.
Then there is Fashion. The drama, the constant change, the beauty and all the fun of this crazy fashion business. Lately he has concentrated on men´s fashion shoots. it´s much more challenging artistically, because with a male model you don´t get anything for free. There is little makeup and hair styling, and the clothes are often quite basic. Consequently, the story has to be told with the set up, lightning, expressions and poses. To me, it´s a more interesting way to work on fashion stories, explains Edwall.
Edwall´s artistic interest and talent got him started in the fashion business at an early stage of his career. He began working as an assistant photographer in new York during the early eighties, learning not only about fashion photography but also about the international fashion business being right in the center of it – in the Manhattan studios of photographers like Annie Leibovitz and Patrick Demachelier.
The international, and extremely though, experience proved useful when back in Sweden after a few years in the big city. Alongside a group of photographer friends of whom many also had tried out the business as assistants in New York, he started out on his own in Stockholm. Together the group set new international standards for Swedish fashion photography, developing into a considerable fashion trade in Stockholm including agents, magazines, models, hair and make up, and a growing number of photographers.
Today, Edwall works with international as well as Swedish magazines. He loves the magazine work, but also finds great pleasure in working with his advertising clients where the artistic and the commercial must balance. Edwall doesn´t like it to be too easy. Forever ambitious, the satisfaction of overcoming the difficulties of an assignment making it look easy is something that keeps him going. And Edwall never stops trying out new techniques, models, locations, angels, props and compositions. His work is always in progress.
Portraits? Edwall is famous for them and there are very few Swedish actors, musicians, politicians, directors or other famous Scandinavian personalities that he hasn´t photographed.
-That’s the reason I´m in this profession really, says Edwall. People and personalities.”
CATARINA MIDBY
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