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.
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.
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.
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.
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 storiesAll stories ⟶
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.
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
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.
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.
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.
Magical Mountainous Landscapes on XCD 30
Italian photographer Isabella Tabacchi escaped to the dreamy mountain views of the Dolomites and the Swiss Alps to capture the beauty of the Milky Way across the skies and the grand Matterhorn Mountain with the X1D II 50C and XCD 30 lens.
Capturing Nebulas and Pinwheel Galaxies
The night sky captured by a Hasselblad reveals its special look which is not visible to the naked eye. We spoke to Teruyasu Kitayama to talk about the charm of shooting starry skies with various Hasselblad cameras.
Image Quality Specialist Tests X and 907X Cameras in Namibia
As team leader and specialist in the Image Quality Team at Hasselblad, Mathias Elmeskog constantly puts Hasselblad cameras to the test in multiple locations to ensure the sharpest quality and smoothest colour accuracy.
Documenting Thirty Years of the Los Angeles Metro
What started out as going underground for a one-time photo session with his Hasselblad 503CX turned into 30 years of documenting the creation of the Los Angeles Metro system by artist Ken Karagozian.
SWIMMING POOLS OF ANOTHER ERA
2018 Hasselblad Master in Art Maria Svarbova is widely recognised for her captivating Swimming Pool series. After switching to the X System, Maria tells us about how it has dramatically affected creating her dream-like compositions.