There are few photographers who have shaped Sweden’s contemporary popular culture as much as Fredrik Etoall. Whether he captures a new generation of stars like Miley Cyrus, Alicia Vikander and Tove Lo or well-documented icons such as the Rolling Stones, Amanda Lepore and Mary Ellen Mark he finds his own way – close, with an inviting warmth and infectious energy. His résumé includes assignments for international magazines such as Interview Magazine and Harper’s Bazaar, album covers and campaigns. No matter the object, he always manages to create an exciting presence in the pictures.

There are few photographers who have shaped Sweden’s contemporary popular culture as much as Fredrik Etoall.

Fredrik grew up in the small town of Vänersborg in Sweden, and his interest in photography awoke early on. His career got off to the best possible start – as an assistant to one of Sweden’s greatest photographers’, the legendary Christer Strömholm (1918-2002). When he went off on his own, he made a name for himself not only for his portraits but also for his depictions of celebrities and club-kids in Stockholm, New York and LA. Preferably sweaty, and in black and white. Raw and beautiful. Emotional and candid. A style that was appreciated by the American PR-icon Kelly Cutrone, which led to numerous collaborations in the States. His ability to capture his objects vulnerability and make them open up in front of the camera is one of his greatest skills, and one of the reasons Fredrik Etoall will never go out of style.