Maid in Sweden

Sexism as I have experienced it in Sweden is the starting point for this collection. Our everyday lives are permeated with sexism, in many ways this is what constitutes society, for women. It has shaped me and is so deeply ingrained in me that I can’t distinguish what is me from what is sexism.

Where does it come from, and how deeply rooted is it in the Swedish welfare state? How did the stereotypical image of “Swedish girls” come about, and how has it impacted on us? With “Swedish sin” and 1970s soft porn as my point of departure, this collection reveals the ambiguity of being sexually liberated and sexualised. 

Photography Ninja Hanna 

Stylist Nicole Walker  

Hair Joe-Yves

Makeup  Elva Ahlbin   

Art Director Linda Hallstan 

Models Mia, le management  Anab, elite models