Photo in focus

As more and more Swedish fashion brands and designers have the world at their feet – Acne, Filippa K and Björn Borg are only a few examples – international interest is growing in Swedish fashion photographers and stylists. They are now getting their own space in the new magazine Fashion Tale which presents a wealth of high-quality fashion images with sparing use of text, the photo sequences doing most of the reporting. An exquisitely produced and ambitious personal style magazine, hard-backed to give it longer life. Fashion Tale is distributed in thirteen countries but can also be read on where it is supplemented by unique material from the photo shoots. It’s like taking a peep behind the scenes!