Swedish photo duo AORTA, comprised of Marco Grizelj and Kristian Krän, wanted to create a set of images that said something about the complexity of shaping an identity in the contemporary world and the paradox of choice – how an infinite amount of options creates a perpetual feeling of being stuck in a waiting room. To illustrate this, the duo collaborated with Swedish fashion designer Helena Lundström and her sustainable clothing line, showing different phases of the subject trying to cut, measure and sow their way through the journey of figuring out who they are.

ABSENCE
BREAK
CHOOSE
CUT
DEVELOP

GOLDEN HUES

Building the whole set in their Gothenburg studio, AORTA shot the series on their H5D-50c. Using hard light, as is typical in their work, they tried to emulate a late summer afternoon with the sun shining through the open blinds of a window. Creating strong shadows from blinds on the wall, this added depth to the scene. Crisp, golden hues play well with the warm light utilized in the shots, allowing for all sorts of brown colour palettes and rich blues to pop in the imagery.

FOCUS

SUSTAINABLE FASHION WITH HELENA LUNDSTRÖM

Swedish fashion designer Helena Lundström, who’s created one of a kind outfits for names like Lana del Rey and Anna von Hausswolff, has a sustainably conscious approach to her clothing. Sourcing secondhand materials to turn curtains into elegant trousers, for example, AORTA admired her work, leading to a collaboration that let her clothing creations shine in a new context.

MEASURE
ORDER
POUR
REFLECT
REORDER

The resolution of the H5D hits a sweet spot for us – high enough for almost every need yet file size is still manageable. But more important for us than resolution is colour accuracy and colour depth and this is where Hasselblad and medium format really shine.

SPREAD

ABOUT AORTA

Marco Grizelj and Kristian Krän met while studying photography at Gothenburg University where Hasselblad was the main medium format camera that the duo had access to. Sharing the same creative vision, the two teamed up to create AORTA. Shooting mostly advertising and fashion outside of their personal projects, they also share a passion for music and have been part of the electronic underground music scene for over 20 years as DJs. Check out more of AORTA’s work here.

Capture crisp colours

with the H System

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