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 ⟶Ottavio Giannella
THE EARTH AWAKENS
Photographer Ottavio Giannella flies with his X1D II 50C from Italy to Frankfurt and then on to Keflavík Airport in Iceland. He makes a 40-minute drive to the valley of the Reykjavík peninsula and a two-hour walk to his destination, the Fagradalsfjall eruption site.
Dayanita Singh
Books, Boxes, and Museums - Exhibits Reconstructed
On the 15th of October, Dayanita Singh was presented with the 2022 Hasselblad Award by the Hasselblad Foundation. Often referred to as "the Nobel Prize" in photography, the Hasselblad Award celebrates one artist's pioneering achievements in the photographic arts and their impact on the next generation of photographers. The Hasselblad Foundation highlights Singh's unique archival work, that not only documents the lives of archives but brings about a new way to interact and experience the art of photography.
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.
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.
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
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
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
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
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.