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ONE SECOND OF STYLEIN BY FREDRIK ETOALL

 

PROLOGUE

 

Seconds before years of hard work is being presented for the world. The moment when she’s not aware she’s being captured. The feeling of being invisible, a breath away from the world where a photo means everything.

The passion of creating art, which in today’s media landscape can be shared in an instant. The love for real, unrefined details in a world followed by perfection. The vision of capturing the contemporary fashion scene as if it belonged to the artwork of Villa La Pausa, curiously observed by Misia and José-Maria Sert.

 

THE JOURNEY

 

Elin Nyström, founder and chief designer at Stylein, showed her first hand made collection in New York in 2001. The success for the Swedish designer, with more than a dozen Swedish Championship gold medals in gymnastics, was written in the stars.

For almost two years photographer Fredrik Etoall followed Elin like a shadow through fashions scenes all around the world – from Stockholm to Los Angeles, and everywhere in between. With the vision of captur- ing the energy, just seconds before it is released.

 

”Since I focus on energies when I decide whom I want to bring into my world it was easy to let Fredrik in, he’s got a really great energy. I think of the word “capture” when I think of his pictures. He’s unique and very different from all the other fashion photographers I have worked with.

I have always had a lot of respect for him and given him freedom to use his creativity. For this collaboration I wanted him to apply that creativity and artistry to my creations. It’s in that meeting magic can be made.” – Elin Nyström.

Today, in Spring 2012, Stylein is established in more then 80 stores and 15 markets around the globe.

 

FINAL STATEMENT

 

The love child of their creation brings us 28 images. Actress and model Izabella Scorupco is one of the beau- ties that was captured for a second:

“Fredrik is an artist. He is a visionary, who playfully can create poses and expressions behind the camera, while he’s giving directions – like a wizard. One easily gets drawn into his passion and
wonderful playfulness.” – Izabella Scorupco.

 

EPILOGUE

 

One Second of Stylein, by Fredrik Etoall, opens on April 19 at Hotel Diplomat in Stockholm. The exhibition will hold open doors until May 22, 2012.

 

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