transformation in fashion
The Transformation Exhibition 7/11
What is transformation? We reached out to our network of creatives from all around the Nordics and asked them to interpret it.
Photography VILLE VARUMO Styliing SAKKE HYTÖNEN

Ville Varumo is a Finnish photographer and Sakke hytönen is a Finnish stylist and fashion editor. They have collaborated together for over 10 years, and this time they got help from John Sjöholm, a long time friend of Ville as the model. 

How did you choose to interpret the theme of Transformation in your story?

— By sitting back and watching my long term friend John fall asleep on a bed. We chose to create a space where sleep is seen as a vessel to transform into the existing, exhausting world.

— Maybe it’s an ode to a 4-day work week, a long holiday or maybe even death.

Why is this angle/interpretation important right now?

— We live in a prolonged state of emergency, waiting to go back to “normal”. Before that happens, a little bit of rest for a year or two would be nice.

Tell us about the production; where did you shoot and why?

— We wanted to find a clear, minimalistic and intimate space with a beautiful wall colour and fell for this bedroom with its pale green walls and warm light coming in through the window.

What was the most challenging part of this production?

— To get John into a resting state. We talked, goofed around and tried various things. Ironically, in the end, the transformation required time — the lack of which we were examining.

What was the most rewarding part of this production?

— To see John fulfilled with peace and calm.

What is the most important issue to focus on in the immediate future?

— Slowing down the economy and having the courage to take steps back.

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