As a teenager I was a little bit of provocateur doing school presentations dressed as a woman. I don’t really know why but somehow I thought that was so fun. I studied journalism at university and while I was still studying I started to work for different magazines. Entertainment magazines video game magazines, technology magazines and in the staff of these magazines there were only men. But me also, I stumbled into all the kinds of gender clichés I now criticise. I think many photographers want to create an image that looks “right” where people are like – yes, great lighting, classic Rolex guy classic images of classic masculinity and femininity. Great. But I think that’s so boring. ‘The other way?’ ‘Mhm, that way is good.’ ‘The listening boss.’ ‘How does it feel to be photographed like this?’ ‘This feels more natural, strangely enough..’ ‘And now completely serious like it’s for an expensive fashion magazine’. I think there were probably more wake-up calls than one for me. When I was 25 I worked for a tech magazine and went to the biggest technology convention in the world. CES in Las Vegas. I noticed women in my age with leather hotpants, standing and demonstrating gadgets in front of older male journalists drooling over them. And I was one of the journalists. ‘Yes, these are suitable poses for women and suitable poses for men.’ I saw a void to be filled with this profession. A photographer that questions how we portray men and women differently. Here in Sweden when I give lectures most of the people in the room are happy and horrified at the same time. Happy that you can see all these patterns these ridiculous pictures of female CEO’s lying upside-down in couches and men posing without kids in daddy magazines. Then there’s always someone in the room who asks ‘Should we really analyze this much?’ ‘Aren’t you overanalyzing now?’ ‘Good!’ Some people think this is about political correctness. But I don’t think they have heard the arguments, really. Because does anyone want to take away possibilities from another human being? To say to a boy who wants to make pearl necklaces, that… ‘you can’t do that go out and fight with your bodies.’ So I think it’s more important than ever to… stand your ground and talk about why it’s important not to limit each other. Not typecasting each other. Reminding us that we can be whatever we want to be. Resist reducing people to stereotypes.