📝 Research 2026 | Parallel
2000-2004.
This parallel / sliding-doors chapter started one hungover morning on a coffee run to the nearest 7-Eleven. A man named Devon walked up (I assumed he wanted directions) and asked if I wanted to be a model.
Devon (Select Model Management) took a couple of Polaroids - and a few days later I was exclusively booked for a Dries Van Noten show in Paris.
The show was surreal. After Paris I went straight to London, met the agency, did a shoot for L’Uomo Vogue, and had a go-see with Mario Testino. That’s how my 4-year “parallel worlds” life began.
Over the years I did several shows for Dries, plus Burberry, Yohji Yamamoto, Paul & Joe, Lacoste, Hermès, and the likes.
London was where I spent most of my time at first- and where I met some heartfelt souls: Mariano Vivanco, Nicola Formichetti, and Toyin, to name a few (including Alexander McQueen for a lookbook out in an industrial area outside London). Editorials and smaller campaigns were frequent: Dazed & Confused, Sleazenation, L’Uomo Vogue (and Sport), American Vogue, Arena Homme Plus, Max, Doing Bird, plus Topman/Topshop, Dr. Martens, Pringle, Schwarzkopf, Adidas, Katharine Hamnett, etc.
Work was varied and I traveled a lot - from the thick mist in the Scottish Highlands, to the golf course below the observatory in Monaco… From slow, ponderous wanderings around lower Manhattan on go-sees to standing in full snowboard gear on a rooftop in Brooklyn, and so on.
After a year or two, Paris eventually became the home base. I really felt at ease there—life was chill: skating, hanging out, working, and living in Grégor’s huge apartment on Place Lili-Boulanger, close to Place de Clichy (9th arrondissement). Grégor would usually head early to the agency, then fax the day’s go-sees / to-dos back to the apartment.
Bouncing back and forth between Paris and the studio at Valand became routine: editorials, shows, and campaigns abroad… then back to Gothenburg to disappear into the studio again. I barely told anyone back home.
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