Do you think people dress differently now when attending fashion shows since they might get photographed?
I think it is changing now more toward not dressing up. Some always dress up, like Anna Della Russo. Some people are trying to dress down now because they don’t have the time or energy to stop for photographers. They just wear black, and slip right by us. Or they wear the same jacket all four weeks. We see this change happening.
Are most people receptive to getting their picture taken?
They are more stressed about getting to the next show, not annoyed with us. Most of them enjoy it, and if they have the time they stop for a photo then they do. We stand further away from all the crowds, so we have the better background. So, often the editors are tired of stopping by the time they reach us.
What do you think about the controversy about bloggers revealing when they have received gifts?
You can usually see when someone is being bought. I think it comes down to credibility. I want good credibility, so I don’t do that. Readers are savvy and can tell. I think it is more the personal style bloggers that get the free things, and you can often track their change over the years from when they became famous. Sometimes they change their style based on what brands give them things, and I think it is a downward spiral.
You’ve become street style fodder yourself and you’re always on the road. How do you deal with dressing cute while you’re traveling so much?
Fifty percent of the time [I'm traveling] and I like to pack very light. I came to Australia with 17 kilos and packed for three seasons and four cities: Milan, Paris, Melbourne, Sydney. I don’t dress up for my job though, because if I am [dressed up] then people will want to shoot me, but I want to shoot them. When I am home in Stockholm I’ll dress up and have fun with it, but not on the road.
How are your images different than other streetstyle bloggers?
Better quality. Better backdrop. We really think about everything. Daniel studied photography, and he taught me everything I know. I am more into inspirational photos, not the necessarily best photography. I think we make a good combo.
What advice would you give aspiring bloggers?
You need to do it because you love it. If you do it for image or money, people can tell. I don’t want to read my blog in another blog, so you really have to generate your own content. You can borrow other stuff sometimes, but you must also be creative.