Stockholm-based fashion and beauty photographer Peter Edqvist started experimenting with photography at the age of 14, taking pictures of artists during concerts and festivals. His career in fashion photography officially started in a L.A., where he landed his fist job as a photo assistant. The last few years he has returned to his base, Stockholm, where he occupies himself full-time with fashion, beauty and lifestyle photography, balancing successfully between commercial and creative work. His varied clientele includes Stockholm Fashion Week, Volt magazine, Institute magazine, Indiska, and Odalisque magazine – among others. We sat down with Peter to discuss his early memories in the job, his style and preferences when it comes to photography and future plans.
Tell us a few words about your first job as a photo assistant, and how your career evolved from there.
When I was 14 years old, I started photographing music concerts on different festivals, and when I finished high school, I started studying photography. I chose my school based on the fact that they focused a lot on internships, and they were also modern and more familiar with the digital world.
One of my first memories as a photo assistant was when I moved to Los Angeles for an internship. It involved a lot of traveling to fantastic places, and that was probably when I realized what I wanted to do for a living.
In Sweden, I was working as a photo assistant for both well-established and new photographers, Swedish and international, for eight years. I considered it as a school where I got paid while learning a lot of great things – not all of them good.
I realize now that I have experienced a lot during these years. I am grateful for all the fantastic people I have met and friends that I have gotten along the way.
Were you educated in photography or are you self-taught? Have you made any mistakes you think you could have avoided if you had had professional education?
I would say both. I started photographing early but I also studied at one of the best schools in Sweden. The technical aspects of photography can be learned by almost anyone, but photography is so much more than just the technique. You have to be able to catch the best light, the motive, the presence and the nerve in each picture, and catch what interests the eye.
Who were your first clients?
My first clients; good question! It could have been a hip hop magazine that I used to work for in Roskilde and Hultsfred festivals. I photographed the concerts and artists in exchange for free entrance and backstage pass.
My first job in the fashion and beauty industry was probably for a magazine called Volt Café, but I also started working – and still do – for Swedish fashion brand Indiska very early.
Do you prefer location or studio photography? How do you approach each type?
I really like both; they have their own charm in different ways. In the studio, you get to control the light and build up the picture from an empty space. When shooting on location, you have to do the best of what you have at the moment.
I plan each shoot pretty much the same way, no matter if it’s in the studio or on location – building a picture based on light and the possibilities you have in that moment.
Are there any particular techniques or aesthetic you are following in order to stand out within the industry?
That’s a tricky question. I experiment a lot with the light when I do my own projects. When I work with clients, it’s more of listening to what they want and try to achieve that in the best way possible.
I get inspired, but a lot of different influences – something I have seen in a movie, a music video or just a crazy idea – pop in my head. I think a lot of photographers get inspired also by looking at other photographers work, and, from there, create their own thing.
To what extent does photography influence your work? What about other sectors?
I get very inspired by pictures and things I see in my everyday life. I mean, you see so many inspiring things all the time without even always realizing it. Mostly, I get inspired from still life, fashion, beauty, music videos and movies.
How do you feel about trends that have emerged within the industry – e.g street style, iphoneography, etc – during the last years? Would you ever attempt or utilize any?
I think street style is mostly for fashion bloggers and their followers. Mobile is an easy and quick way to save a memory, either of a beautiful place or of yourself in the mirror! You can get a nice impression of a mobile picture in a minute just by adding a filter, but it’s not at all the same as working for hours with a picture to get that perfect tone or feeling.
What has been the hardest challenge you had to overcome in your career?
I have always been shy, so it have been challenging with all the mingles and meetings I have been to. But I have grown a lot during the years, and decided to just go for it, even if I thought it could feel scary in the beginning. And it worked out.
The financial part has also been another challenge.
Which is your ultimate goal within the industry, and how are you working towards it?
My goal is not to get a specific client. I’m happy if I can keep make a living on photography, keep meeting new people, and explore wonderful places of the world. That’s what drives me – not knowing what’s around the corner. I’m looking forward to it with excitement.
My goal right now is to be able to survive on my career, pay my bills, and support my family. And have fun with photo for the rest of my life!
What are you currently working on and what are your future plans?
I just finished three fantastic days in the studio with one of my clients, Depend Cosmetics. I also work with three other fashion stories going to different magazines. And I am constantly planning my future projects, that job is never done!
www.peteredqvist.com
Images © Peter Edqvist
