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

Related stories

All stories
Pausing New York With the X2D -  Ali Rajabi

Ali Rajabi

Pausing New York With the X2D

Every photographer knows about the Hasselblad brand, whether they're an amateur, enthusiast, or professional because the history of photography is on the shoulders of Hasselblad. For me, it's an investment in my career, to move to the next level. It's always important to have the right tools in the right moments to make great photographs.

Iceland in Mesmerising 100MP Detail - Hans Strand

Hans Strand

Iceland in Mesmerising 100MP Detail

For me as a photographer, the X2D is what a Stradivarius violin might be for a violinist. It's the ultimate camera.

Magical Realism With The X2D - Flora Borsi

Flora Borsi

Magical Realism With The X2D

The X2D is like a camera for painters. The pictures have the taste and technical background of a painting. I almost couldn't differentiate the two because it's just so perfect. This camera produces all the data I could ever use to convey the tales I want to tell with my pictures.

Heath Holden | Disappearing Doha

Heath Holden

Disappearing Doha

Discovering his new home of Doha, Qatar through the lens of street photography, Heath Holden explored the older and more traditional neighborhoods of the historical city.

Walter Janach | A Love Affair with Aviation on the 500C

Walter Janach

A Love Affair with Aviation on the 500C

Unable to become a pilot due to his eyesight, the young Swiss photographer and later professor of technical thermodynamics Walter Janach channeled his passion for aviation into capturing these majestic flying machines on his 500C.

Donald Michael Chambers | 60 Minutes of Silence

Donald Michael Chambers

60 Minutes of Silence

No talking. No phones. No distractions. For 60 minutes, Donald Michael Chambers sat with each of his 30 subjects in complete silence. Once the hour began, Donald gave no direction and simply decided when to click the shutter button.

Gavin Goodman | Pleating Paper into Sculptural Headwear

Gavin Goodman

Pleating Paper into Sculptural Headwear

South African photographer Gavin Goodman had a vision to create a series influenced by traditional African headwear done with a modern and simplistic touch. Commissioning a local origami artist as a unique way to bring this vision to life, they transformed delicate paper into beautiful African-inspired sculptural objects. 

Tomás Karmelo Amaya | Native Love Stories

Tomás Karmelo Amaya

Native Love Stories

Born for the A:shiwi, Rarámuri, and Yoeme tribes, creative Tomás Karmelo Amaya’s ongoing series Native Love Stories illustrates the abundance of Indigenous circles, including love, service to others, community strength, and the ability to thrive.

Luka Trajkovic | Cinematic Scenes in Serbia

LUKA TRAJKOVIC

CINEMATIC SCENES IN SERBIA

Inspired by the greatest film directors and DOPs, Serbian photographer Luka Trajkovic creates images that appear to be taken right out of a film.

Roman Jehanno | Artisans of Southern France

Roman Jehanno

Artisans of Southern France

Creating his dream roadmap that took him from Monaco to Bordeaux with all the stops in between, Roman discovered the rich multitude of craftwork and ancient practices still being used by his fellow countryfolk in France.