Elle France February 2013
11 March, 2013 · Posted by under Covers, Editorials, Site · No Comments

Published in Elle France February 2013

Words: Stéphanie Chayet
Photographer: Carter Smith
Translation courtesy of I Love Frida Gustavsson

Frida Beautiful Go-ahead Type

Frida Gustavsson dreamed to be an airline pilot, has been a running champion… Today, it’s on the world’s catwalks that she is running !

When she comes to New York for work, Frida Gustavsson (IMG agency) always goes to the Maritime Hotel. “I feel at home there”, she says showing a couch made by the Swedish designer Josef Frank, which has a print who reminds her of her grandma’s living room. This Stockholm native doesn’t even have 20 years old, and she already has 4 years of work – four years of travelling all around the world. Discovered at 14 years old in an H&M where she was shopping with another student, she immediately found herself overbooked. “The day after my 15th birthday, I went to Japan for work during the whole summer, mentored by my father. Everyday a car came to take me at dawn. I’ve only had two days of vacation.” Then she goes to London and Paris, where she does, at 16 years old, the opening of the Valentino fashion show. If she had to redo it today, she wouldn’t change anything : Frida lives a fairytale. What do you need to know about her ?

She has two moon-shaped scars on her knees, remains of a fall during a relay race championship. Since she was born, Frida runs fast, very fast. Spotted by a sport trainer at 7 years old, she enrolled in a competition out of curiosity and wins all the rewards. Revelation. “Until then, I had never thought I excelled in anything. That’s the problem when you grow up with two brothers.” Throughout the years, she accumulates medals (more than two hundreds) and physical wounds : two fractures of arms, and one of the hand. “I was clumsy. When I stopped to become a model, my parents felt relieved.”

She did her first photos for a Swedish magazine called “Frida”, like her. “It was a Christmas shot, there were gold and glitter everywhere. I fell in love with this job.”

Her career has begun with the Valentino show. “The day of the casting, I saw all my idols. They kept me in the showroom during five days for the fittings, without telling me if I was selected or not. The day before the show, my agent called me and told me I was going to do the opening and the closing. It was huge. I had never walked for a fashion show before so I was terrified. But when I hit the catwalk, I felt euphoric.” The next season she was doing seventy two shows.

She has had good marks at the baccalaureate… without going to high school. Since 11th grade, Frida has taken correspondence courses. “Like it was a special class about fashion, I had to bring my sewing machine everywhere.” She doesn’t travel with it anymore, but she’s still sewing. “Some clothes are really hard to find in my size. I made a long coat in cashmere that looks like a dressing gown, which I never leave.”

She wanted to be a pilot when she was little. Even today, she loves airplanes. Good for her because she travels 250 times a year. “I’m taking the flight SK903 Stockholm-New York so much that the stewardesses know what I eat for breakfast.”

She never travels without a Moleskine notebook and her Polaroid camera she bought in Tokyo. She fills her notebook with recipes, ideas, drawings. And she takes landscape photos and then archives them in shoe boxes. “Someday I would like to make a book with them”

She dresses like a man. Her uniform : black cigarette pants, an oversized white shirt and man shoes A.P.C. or Sebago (“I have those in every color !”). At night, she keeps the same outfit, with high heel Celine silvery boots and a big jewel. Frida is collecting Lanvin necklaces. “I buy one every season”.

She is addicted to stickers. Her BlackBerry and her MacBook are full of them.

She’s crazy about oils. Argan oil, morning and night, on her face and olive oil, once a month, in her hair. “You have to let it on your hair the whole night and shampoo in the morning. I take this ritual from my mother, who has incredible hair.” For make-up, she uses a corrector of dye Laura Mercier and a classic red lipstick, Dior 452.

She loves 70’s music. Pink Floyd, The Velvet Underground, Neil Young. “Everything my father was listening to in the car”.

25 Magazine S/S 2013
19 February, 2013 · Posted by under Editorials, Site · No Comments

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Editorials > 2013 > 25 Magazine Spring/Summer 2013

Magazine: 25 Spring/Summer 2013
Camilla Åkrans
Styling: Robert Rydberg

Nina L’eau Fragrance by Nina Ricci
19 February, 2013 · Posted by under Campaigns, Videos · No Comments

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Advertising Campaigns > 2013 > Nina L’Eau Nina Ricci Fragrance

Nina L’eau Fragrance TV Advertising

Making of Nina L’eau Fragrance Ad Campaign

Interview of Frida

Elle Sweden September Interview
2 September, 2012 · Posted by under Interview · No Comments

Published in Elle Sweden September 2012

Words: Mari Jansson
Photographer: Jimmy Backius
Scans and translation courtesy of I Love Frida Gustavsson

The Fantastic Frida

As a child she wanted to become a pilot. Today Frida Gustavsson has flown countless times around the world. ELLE meets a 19 year old super model, millionaire, and computer game nerd.

The best thing about Frida… Emil ponders, though, not for long. – That she’s not a diva. She has a smart worldview. And she still wants to go to Prisextra and buy two tubes of toothpaste if it means she can save four kronor.

Sweden’s most sought after model at the moment – and in the most past few years – is in the studio with her 23 year old boyfriend Emil Myrbäck. He’s an assistant at a company that specialises in films online and he’s nervous before his debut in front of the camera. But Frida is in a field where she feels at home. She’s been doing this since she was 15 and on an international level since she was 16. Now she’s only just turned 19, but in the modeling industry you’re a veteran after seven seasons of fashion week success and bragging missions. Furthermore, photo shoots is her weekday.

Frida arrives straight from London (in baggy rolled up jeans, colourful t-shirt from Tokyo and Prada pumps with ankle socks), tired after only two hours of sleep. She did the main story for Interview’s September issue till late at night. Before that she walked Prada’s menswear show in Milan and shot a luxury brand’s cruise campaign in Savannah, Georgia. Tomorrow haute couture in Paris awaits. Frida travels all the time. or as she puts it herself: – Most people go by car, bus or subway to their jobs. I just have a slightly longer itenerary to mine. Her job isn’t just any job – with any salary. Last winter Dagens Industri made a big case out of Frida making more money than most CEOs and that she turned down a job that would pay her more than a million. Frida sighs a little, well knowing that it sounds crazy. It wasn’t something hard or embarrassing, just a regular international brand. – My agency decided that it would pay off in the long run. I’ve become so well established that I can do more money jobs, catalogues and such. She doesn’t want to discuss her salary any further.

– Aftonbladet published a type of list that shows how much money people are making when I was written with my dad. Suddenly I started hearing from old class mates … you bullied me in school and now you want to be my friend?
– Not even my parents or Emil knows exactly how much I make, she continues. She has tax plans and stock shares and complete control over her own stock company. It has to be declared in five countries which is hard to manage when you’re young. I didn’t have business economy in school but I didn’t need it – I learn everything now. Frida graduated from St. Martins fashion gymnasium in Sundyberg a year ago with good marks despite having 92% absence. The teachers allowed her to e-mail tasks. But that’s also how Frida appears to be: disciplined, prepared and clever. She started school at the age of five – she even preferred staying home reading – and she was allowed to attend the same class as her one year old brother Erik up until year 6. He was the popular sports guy while I was the kind of dorky girl. But it was of course always me and him when we were growing up. We wanted to live in a small house so we could be roommates. Her big brother was the one who introduced her to Frida’s big hobby: computer games. As kids they stayed in during their summer holidays playing gameboy. They returned to school pale and with Nintendo thumbs. Later she started playing Diablo and World of Warcraft all night until her parents simply banned it. But it’s still a big hobby of hers. She even managed to make Emil a fan.


Vogue US May 2012
29 April, 2012 · Posted by under Editorials, Gallery · No Comments

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Editorials > 2012 > Vogue US May

Magazine: Vogue US May  2012
Title: Jewel In The Crown
Tim Walker
Styling: Phyllis Posnick

Self Service S/S 2012
21 March, 2012 · Posted by under Editorials, Gallery · No Comments

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Editorials > 2012 > Self Service Spring/Summer

Magazine: Self Service S/S 2012
Photographer: Theo Wenner

Ready-to-Wear F/W 2012
21 March, 2012 · Posted by under Fashion Shows, Gallery · No Comments

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Fashion Shows > 2012 – Fall/Winter Ready-to-wear

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