To Andreas Öhlund, fashion photography is less about reproducing generic concepts of beauty and more about enhancing an already existing expression of individuality. He strives to create images that appear genuine and real, which is also why his aesthetics often are marked by a certain minimalist sense of style. Having the perfect lighting gives him more time to focus on interaction with the model, making them feel more relaxed and present in the moment, allowing them to utilise their entire bodies while also creating space to be a little more spontaneous. To summarize, he states that he strives to, “make the perfect a little less perfect”. Clients include H&M, Filippa K, Oysho, Massimo Dutti, Styleby Magazine and ELLE Magazine.