My work sits at the intersection of fashion and culture, shaped by a deep curiosity about how images are constructed, who they center, and what they communicate beyond aesthetics. I’m drawn to storytelling that feels intentional: work that not only looks strong, but carries meaning and reflects the realities of the people it portrays.  Beyond the product or brand narrative, I approach each project by asking: what are we really saying about the people represented in our visual world?

I studied Advertising before completing a Master’s in Fashion Studies, where I explored how fashion advertising can reinforce or challenge social hierarchies. This perspective continues to inform how I approach image-making today.

I began my career in Stockholm as a Fashion Stylist at & Other Stories (H&M Group), building visual worlds through clothing, casting, and composition for a global e-commerce platform. In 2019, I received the Erling Persson Award, recognising one standout colleague per H&M Group brand worldwide for exceptional performance, leadership, and embodiment of company values; an acknowledgment of my work advancing diversity and inclusion through talent booking, especially model casting.