Kicking off its third year of Hasselblad Heroines, Hasselblad continues to celebrate the achievements of female photographers around the world. Starting on International Women’s Day on 8 March 2021 is this year’s first Hasselblad Heroine Flora Borsi. Through weekly spotlights over eight weeks, each Heroine will share their experiences in their career, challenges in the industry, and inspiration in their art through short video interviews. By putting a spotlight on these talented creatives, Hasselblad Heroines hopes to encourage the next generation of female photographers to go against the grain and bring their creative visions to life.

The 2021 Hasselblad Heroines lineup features the following eight photographers:

  • Hungarian visual artist Flora Borsi, the girl who can turn herself into anything with self-portraits that evoke surreal dreams and emotions;
  • Slovakian beauty and portrait photographer Andrea Zvadova, based in London, whose photography celebrates unusual beauty, diversity and uniqueness;
  • 2016 Hasselblad Master in Fine Art Katerina Belkina, based in Berlin, who explores human emotions and internal processes using techniques on the border of photography and digital painting;
  • Landscape photographer Isabella Tabacchi, based in northern Italy, who expresses her emotions through capturing the magic of the scenery she explores;
  • Los Angeles-based self-taught portrait photographer Alissa Ashley, whose artistic passion and professional work in makeup transfers naturally into the sublime colour compositions found in her portraiture;
  • Fine art Norwegian artist Anja Niemi, based in the Netherlands, whose staged images assert small nuances within complex stories where she is both author and character;
  • London-based portrait and documentary photographer Jillian Edelstein, who has over one hundred of her images in the National Portrait Gallery collection;
  • Street photographer Nina Welch-Kling who is fascinated with capturing the unexpected interactions of light, shadows and subjects of New York City.

“While we celebrate Hasselblad’s eighty-year long legacy this year, it’s just as important to salute creators of the future. Hasselblad’s community is rich with incredible talent and imagination so Heroines continues to elevate fresh perspectives and a variety of artistic visions within the photographic industry,” says Sarah Martzloff, Hasselblad Digital Marketing Manager.

Visit www.hasselblad.com/inspiration/heroines/ to find the newest and previous Hasselblad Heroines’ stories, images, and video interviews.


Founded in 1941, Hasselblad is one of the leading manufacturers of digital medium format cameras and lenses. True to its Scandinavian heritage, Hasselblad cameras are renowned for their iconic ergonomic design, uncompromising image quality and extremely high performance. For over half a century, Hasselblad cameras have captured some of the world’s most iconic images – including the first landing on the Moon – and helped shape the way we look at the world through genuine photographic artistry. Trusted by NASA and used by some of the greatest photographers in the world, Hasselblad continues to develop products that enable all types of creatives to capture their artistic vision.

Hasselblad’s H and X Camera Systems and their superb range of medium format lenses fuse innovative technology with precision mechanics, delivering exceptional imaging experiences for every sort of photographer. The highly professional H System, with its latest line up of the H6D-50c, H6D-100c and H6D-400c Multi-Shot, offers the ultimate image quality and resolution with 50, 100 and 400-megapixel solutions. The more portable X System easily enables bringing medium format photography outside of the studio with options that include the world’s first compact mirrorless digital medium format camera – the X1D-50c – followed by the second generation X1D II 50C. Combining the CFV II 50C digital back and 907X camera body, Hasselblad’s photographic history is connected, bringing the X, H, and V Systems together in a portable, sleek package.

Headquartered in Gothenburg, Sweden, Hasselblad is a global brand with offices in New York, London, Tokyo, Paris, Copenhagen, Hamburg and Shenzhen with distributors located throughout the world.


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Katerina Belkina

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Anja Niemi

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Jillian Edelstein

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Nina Welch-Kling

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