Our connection and love for being in nature relies heavily on the use of photography. For that reason, choosing images that capture natural experiences is the essence to our welcoming and inviting Fjällräven culture. The feeling in our photography is detailed with texture and nuanced with an array of multidimensional nature sensations while being in the outdoors like feeling the warmth of the sun on your back, the cool breeze off the water and the strands of wheatgrass in between your fingers.
Our images invite you to feel something, to inspire you to experience nature. We do this by allowing people to insert themselves into the frame as active participants rather than that of an observer. This encouragement of our community to join us while supporting individual creativity and uniqueness is the core of our natural culture.
A short time ago we partnered with Swedish photographer Louise Whitehouse to help us keep our brand messaging full of life. Louise’s ability to capture light and dark caught our attention and made her an obvious choice to help us capture images that stay true to our ethos. Her effortless way of photographing subjects in natural settings while applying her eye for captivating natural light showcased her love of being unique and human in natural surroundings. With our mission and Louise’s gift of inviting the viewer to join us, we are able to express what we believe to be, more than ever, a message of relevance...that nature is always waiting for us, inviting us to walk in it, who-ever and where-ever we may be.
We recently had the opportunity to sit down with Louise and learn about her inspirations, her motivations, and what excites her to create such captivating photos. Here’s what she shared.
Tell us about yourself and how you got started in photography.
Louise: If people are a 50/50 mix between their two parents, then pretty accurately I’m the combination of an adventurous and independent French-Swedish psychologist, and a calm and slightly nerdy English Art director. Capturing moments has always been there in one way or another, and now 25 years old after curiously exploring the world, I still find myself with a camera in my hand, wanting to tell stories through photography and film. Stories that somehow reflect my love for beauty, freedom and nature, my interest in humans and world culture, and my will to care for our planet and its inhabitants.
What is your favorite subject/scenery/topic to shoot and why?
Louise: I love shooting people and places on the go - photographing someone in action without them necessarily even noticing that they’re in the shot. Especially in outdoor environments, while traveling, hiking, dancing, interacting with nature, in moments of tranquility, or just when hanging out and having a good time. It’s a thrilling feeling to see a fleeting moment and be quick enough to catch it on camera. A magic combination of color, light, subject and environment.
What do you find inspiration in outside of photography that influences your work?
Louise: I’ve always been heavily inspired by movies. How it’s possible to create a particular mood that awakes feelings in people that they can hardly describe themselves. I’m often drawn to themes like fantasy, adventure, old folk-tales, 20th century nostalgia, and of course English period-dramas.