Are self portraits the new fashion photography in the age of the quarantine?

We asked 10 people to photograph themselves at home, styled in looks we provided, this story is what happens when creativity blossoms. We call it Working It From Home.

The images spread fast and wide on social media thanks to its contributors’ influence and the actuality of the subject.

Creative direction, styling and casting by C F A projects.

Our idea was clear, creating an online home for C F A projects that allowed the visitor to dig deeper in the archive if interested and understand more of the service we provide.

A site that works on all devices and platforms, tells the story of each project and how we came up with the ideas, mixing all kinds of media. All in a one-pager.

Creative direction and design by C F A projects.

Developed by Måns Peterson.

Focusing on four key words – Clean, Artistic, Raw, Attitude we cast local artists and designers via Instagram to avoid traditional model casting and add a unique feel to the campaign.

Creating a set that borders between gallery and room we captured the mood we defined as Anti Excess with VHS for moving and analogue film for the stills.

Allowing the whole team and models to post everything on social media in real time led to the shoot itself to become a well shared event.

Creative direction, styling and casting by C F A projects.

Photography by Olof Grind
Films by Jakob Möller

Music is something everyone can relate to and as our research showed it is a big interest for the Only & Sons customer.

Using music as a tool for storytelling we created the campaign B-Side Icons for the Danish menswear brand with lookbooks, films, campaign images and social media content.

We cast real Danish musicians and chose the band Go Go Berlin as the campaign’s main characters. They radiate style and positivity in their musical enthusiasm and elevated the collection perfectly.

Creative direction and styling by C F A projects.

Photography by Rasmus Weng Karlsen
Film by Oliver Knauer

How do you capture the essence of a woman whose status as style icon is sealed over three decades in fashion? We decided to dig both in the past of her early modelling days and her present by surrounding her with family and friends in the shoot to create a varied timeline of images to tell her story.

In post production we used physical collage to tell both stories at once. The result is an editorial story that moves beyond the idea of only clothes and a model and highlights the story of life.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

Playful – the best word to describe the approach of both designer Jacquemus and our client Bolon.

For the 2020 issue of We Love Magazine we created this editorial story using the images we shot with photographer Pauline Suzor and flooring samples cut up by collage artist Tinka Luiga. In this way both the worlds of fashion and design could meet on the magazine page elevated by set design, movement and the fun ballroom loving Malaika.

Creative direction, styling and film by C F A projects.

Photography by Pauline Suzor

Flooring company Bolon asked us to create an annual magazine that would inspire rather than educate and we decided to mix the world of design and fashion, just as they do.

With our editorial direction we developed ideas and articles that would allow us to subtly draw parallels to the Bolon products and we designed the magazine to impress aesthetically but with readability in mind. Using a mix of young and established photographers created a visually striking product.

Art direction, design and editorial direction by C F A projects.

With contributions by Andreas Frienholt, Anders Kylberg, Annica Eklund, Annick Weber, Disegno, Elisabeth Toll, Francesca Granata, Hobnob, Marcus Söder, Olof Grind, Paulin Suzor, Piotr Niepsuj & Tinka Luiga

With outdoor client Klättermusen the goal is to get as real as possible to show the clothes in the environment they were made for. With real climbers in front of the camera, living on the mountain for days doing real expeditions captured by a climbing photographer this is as real as it gets.

We make sure each climber has complete wardrobes for the expeditions with both style and function in mind and that this syncs with our clients marketing strategy. Fashion direction by C F A projects.

Fashion direction by C F A projects.

Photography by Drew Smith & Alex Buisse

For Swedish fashion brand House of Dagmars resort 2020 campaign we took inspiration from the Japanese details in the collection for the shoot idea. Combining the lookbook images with still lifes helped framing the campaign artistically.

Using a local Japanese style spa hotel in Stockholm as location we were able to travel without moving far. A speciality for us.

Creative direction and styling by C F A projects.

Photography by Sarah Blais

When our friend, Instagram tastemaker, Sofia Wood, was making her first cookbook she asked us to design it and we jumped at the chance. Bringing her somber visual world and amazing cooking style into physical form was pure pleasure.

As much as we love to help clients enter the digital world it’s also great fun to transfer a digital universe to something you can hold in your hand and know it will be a kitchen staple for years to come. It also sold out within a month.

Designed by C F A projects.

Photography by Frida Edlund
Published by Norstedts

When taking your graduate collection to showcase during Paris fashion week it needs to look its best. For that reason Beckmans College of Design turned to C F A to help package the 2019 graduates with a campaign including still images, a catalogue, moving images and posters to help catch the attention of the international fashion recruiters.

We decided to elevate the collections as much as possible by working with photographer Jesse Laitinen. The images created a big buzz in Paris and posters were stolen off the walls.

Creative direction, styling and casting by C F A projects.

Photography by Jesse Laitinen
DOP Jesse Laitinen

For H&Ms most important collection, as it combines both sustainability and a high fashion level, we created this campaign. Inspired by the holy grail of glamourous nights – The Met Gala – we found out the best party is during the in between moment. The elevator entrance, the selfies in the bathroom, arriving down the grand staircase and a well deserved break on the rooftop.

For the social media channels we asked the models to create content themselves with their iPhones. It captured the feeling of a real party and defined an unusually intimate style of communication for a brand like H&M.

Art direction by C F A projects.

Photography by Sean Thomas
Styling by Jorden Bickham

For our fine jewellery client Atelier Torbjörn Tillander the concept was uncomplicated, Family is forever – just as the most beautiful of jewellery.

For the shoot we decided the women of the family behind the business would make the perfect role models for the story. With three generations of Tillander women all in front of the lens the family finally became the face of their business – something they for generations will continue to be.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall
DOP Emil Klang

By using a role model rather than an influencer we charged H&Ms Conscious denim campaign with a simple message – Do Good.

Sophie Strobele communicated the idea that by talking about everyday good choices we all can do to recharge our planet for generations to come. Plus by asking her to bring her baby Blue we visually emphasised the idea of care.

Art direction and styling by C F A projects.

Photography by Angelina Bergenwall
DOP Emil Klang

For shopping destination Bruno we created SoMe content to raise the fashion level of the mini-mall while focusing on local campaign reach to get people into the stores.

As a spring campaign concept we came up with “In Bloom” and used a wide range of flowers as prop styling to create a poetic touch to the images.

Photographing analogue was important to give the campaign a personal touch and for it to not be confused with e-com imagery.

Creative direction, styling and casting by C F A projects.

Photography by Olof Grind

The challenge when communicating sustainability for a large corporation as H&M is to make the message as believable as possible. So our idea was to talk about “Green hacks” – everyday choices we make in life regarding food, transportation and consumption.

Instead of using a green profile to model the clothes we found three local San Fransisco talents to inspire H&M followers to think conscious in everyday life and to get educated to make all small steps in the right direction.

Art direction and styling by C F A projects.

Photography by Laura Jane Coulson
DOP Frank Mobilio

How do you capture the essence of an italian boutique hotel in Piemonte on the pages of a coffee table book? You focus on the sisters behind it and the stories they can tell of course.

When its owner commissioned us to do this book we had the luck that she endlessly photograph the houses, food, guests, vineyard, events and even construction of the building. The material was a treasure bigger than expected and the hotel one of our favourites to visit.

Designed and edited by C F A projects.

Photography by Annica Eklund

Defining the Dagmar woman meant visualising her eye for the artistic chic and constructing her setting – the art gallery.

By working with auction house Bukowskis we were able to use existing environments that provided a local solution to an international environment. By creating the shoot at the earliest stage possible of the collection our client was able to use campaign material at buyers meetings with retailers meaning the focus products that would be marketed in-season was already decided. A win-win for everyone.

Creative direction and styling by C F A projects.

Photography by Sarah Blais

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

With outdoor client Klättermusen the goal is to get as real as possible to show the clothes in the environment they were made for. With real climbers in front of the camera, living on the mountain for days doing real expeditions captured by a climbing photographer this is as real as it gets.

We make sure each climber has complete wardrobes for the expeditions with both style and function in mind and that this syncs with our clients marketing strategy. Fashion direction by C F A projects.

Fashion direction by C F A projects.

Photography by Drew Smith

Continuing our local approach to photo production we scouted the highest floor of modernist architectural landmark Wenner-Gren Center as the perfect place to shoot the pre fall collection for our sustainable client House of Dagmar. Also the best place to find sunshine in November in Stockholm is on the 26th floor.

Working with photographer Sarah Blais to bring an international eye and commercial cool to this shoot.

Art direction and styling by C F A projects.

Photography by Sarah Blais

For H&M Man we created the spring campaign “A fresh start” based on the idea that the best way to update your look besides buying new clothes is getting a haircut.

Photographed around a real barbershop featuring a hairdresser and three guys actually getting their hair cut we allowed the storytelling and styling to feel real and natural. A key in all our SoMe material for the H&M customer

Art direction and styling by C F A projects.

Photography by Laura Jane Coulson
DOP Frank Mobilio

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

With outdoor client Klättermusen the goal is to get as real as possible to show the clothes in the environment they were made for. With real climbers in front of the camera, living on the mountain for days doing real expeditions captured by a climbing photographer this is as real as it gets.

We make sure each climber has complete wardrobes for the expeditions with both style and function in mind and that this syncs with our clients marketing strategy.

Fashion direction by C F A projects.

Photography by Drew Smith

Inspired by Prince of Wales, Nova Magazine and English heritage in general we went to the leafy suburbs of Stockholm to create the New England story.

We filled a friend’s 1970s brick house with drying flowers and transformed Laura into the perfect English rose. Our close collaborator, photographer Angelina Bergenwall helped make this into a cinematic fashion story together with set designers Jakob and Viktor Fjällström.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

When Austrian artist Erwin Wurm hatched the idea of “One minute sculptures” it was to create spontaneous and temporary works of art that only remain thanks to photographic documentation.

It was the perfect idea to pay tribute to, with an arty fashion story for Renaissance magazine – a retouch free fashion magazine featuring only models over 40. We asked legendary actress Amanda Ooms to dress up in Acne Studios AW18 collection and let loose. And she did.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

When taking a graduate collection to showcase during Paris fashion week it needs to look its best. For that reason Beckmans College of Design turned to C F A to help package the 2018 graduates with a campaign including still images, a catalogue and posters to help catch the attention of the international fashion recruiters.

Placing the ultra modern collections against the backdrop of a brutal modernist 1960s building we elevated the designs in a contemporary way.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

For Swedish e-com retailer Ellos we created a 360 degree campaign including campaign shoot, graphic material, TVCs and PR strategy.

By fusing fiction and reality we created a physical home for our celebrity family in a real apartment in Stockholm to use for both content production and PR activities once the campaign was released. The results were intimate, honest and warm and the campaign was a huge success.

Creative direction and styling by C F A projects.

Photography by Linda Alfvegren
Film by Henrik Hanson

The definition of gender is quickly dissolving and we created this editorial project for Scandinavian Man to explore how menswear is relating to this.

Casting a combination of girls that challenge normative gender identities we styled them in mens clothes, ‘Floating’ captures the visual beauty of the connection of two souls.

We took a road trip through southern Sweden and used sunsets and sunrises during the summer of heat together with photographer Olof Grinds romantic eyes to realise this dream of a shoot.

Creative direction and styling by C F A projects.

Photography by Olof Grind

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

In mathematics the power of two is a force to be reckoned with. In fashion photography it’s exactly the same.

Never can a single posing girl beat the juxtaposition between two characters. Dressed in a visual clash that the softness of silk scarves and sharp tailoring create, Tatiana and Saptieu act out a modern version of Person in this architectural setting in front of Angelina Bergenwalls lens.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

A retouch free fashion magazine with a high fashion approach, featuring only models over 40 – a concept impossible not to love and support.

We created a story for Renaissance magazine based on our friend Johanna and her embodiment of the ultimate lifestyle balance, health + food + fashion. Oh and of course named the story after her instagram handle @detoxlife.

Photographed entirely around the heart of her home, Johannas kitchen, she threw fierce poses and created amazing food all day.

Creative direction and styling by C F A projects.

Photography by Angelina Bergenwall

With outdoor client Klättermusen the goal is to get as real as possible to show the clothes in the environment they were made for. With real climbers in front of the camera, living on the mountain for days doing real expeditions captured by a climbing photographer this is as real as it gets. And this was the very first expedition.

We make sure each climber has complete wardrobes for the expeditions with both style and function in mind and that this syncs with our clients marketing strategy.

Fashion direction by C F A projects.

Photography by Ben Ingham

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

For the 2018 News campaign for Swedish furniture producer Swedese we created a minimal version of the image concept we had developed for them over the past year.

With a cleaner studio setting to elevate the design and using a natural style of photography to communicate an honest approach the products became subtly iconic.

By also documenting the designers working in the factory we focused on the behind the scenes process often forgotten in the design industry.

We created a long term 360 degree campaign including image shoots, catalogues, print advertising, moving content, trade show consultancy, logo design and communication platform.

Creative direction by C F A projects.

Photography by Pia Ulin & Fredrik Skogkvist

When given the challenge of making a party campaign with a fresh angle our ideas came from the place we mostly visit for inspiration – the art world. This way we could create a story around an art gallery, a space that both frames the clothes nicely, usually is full of people on opening night and looks the same around the world since this is a global client.

We scouted a local upmarket gallery and filled it with set design art, lots of friends and our models.

Art direction by C F A projects.

Photography by Tung Walsh

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

Our concept for multi brand retailer Sthlm Blvd had long been defined – photograph local casting on the streets and buildings of Stockholm styled in “straight from the shop” looks.

Mixing all the stores different brands in each look was key to show the unique combinations the store offered.

Using lots of detail shots for each look allowed focus on singular products resulting in efficiently producing SoMe content and campaign material at the same time.

Creative direction, styling and casting by C F A projects.

Photography by Felix Swensson

The At Home campaign was our first focused on the Swedese residential customer and we framed the products with Scandinavian modern light in warm home environments.

The key aspect of our strategy was giving their products context by photographing them in real locations. A real home, an office, a gallery or in the factory where they are produced and using a more natural style of photography, normally more common in fashion, to communicate a more honest approach.

We created a long term 360 degree campaign including image shoots, catalogues, print advertising, moving content, trade show consultancy, logo design and communication platform.

Creative direction by C F A projects.

Photography by Erik Wåhlström