EMMA JAGNE KARLSSON TALKS MODELING

Interviewed by Culture Coast Talks editor Daniel John. Interview transcripts might have been edited for length and clarity.

When did you first start modeling?

I joined a modeling agency a few years ago, in 2018, and my very first job ever through them was for Junkyard.

What’s the most recent job you worked on?

I haven’t done a shoot in a little while, but the most recent was for Lager157. I really enjoyed working with the staff there. Shooting is always more fun when people around you are positive and uplifting.

Last couple of years has been a catalyst for many changes in fashion regarding ethical and sustainability issues, but also attempts to be more inclusive. A bit less white, so to speak. Is this a change you’ve noticed yourself, and do you feel it genuinely represents the culture rather than just being superficial?

I have definitely noticed the change, people are beginning to include more and more which I think is important both in terms of size and skin color. I know I’ve been chosen, many times, because they wanted an inclusive shoot with models of different ethnicities. What’s important to me, however, is that inclusivity isn’t just outward-facing. Brands should also be inclusive when the public isn’t watching, through projects, in their offices, and so on. Right now I do know that several brands have many different ethnicities among their models, but hardly any in their warehouses or offices, that feels a bit contradictory.

Have you had a job where it hardly even felt like work?

I did a modeling job for AIMN Sportswear which was a collaboration with Alice Stenlöf where we were photographed for two days as a whole friend group, eating ice cream, playing soccer, swimming, and a lot of other fun things. That’s when you hardly notice it’s even a job.

Fashion is full of creative people and you’ve worked closely with many. Is there anyone you’ve collaborated with who’s inspired you in a special way?

One woman I have worked with is Hany Ahmed. She has truly inspired me in the way she carries herself in this industry. She’s calm, thoughtful, inclusive, cheerful, and super friendly. And of course, amazing at what she does. She has had many modeling jobs for big brands, but remains as down-to-earth as ever.

Many models feel insecure around other models, even after success. The sense of competition, especially among women, is quite strong?

I’ve definitely felt that competition and a strong sense of rivalry. Women in this industry are incredibly talented, and of course, you compare yourself sometimes. The reason I compared myself was because I had not been doing modeling jobs regularly. So each time felt like starting over. You might work alongside people who shoot very often and who know their craft inside out. Naturally that creates pressure! But if you work with a great team, the pressure fades quickly.

You were with Avenue Models in Gothenburg before joining MIKAS in Stockholm this spring. What’s it like being part of such a prestigious agency as they are?

I really like MIKAS. When you walk in, it feels like coming home. Everyone is so friendly and welcoming. It’s important to have a good connection with your agency and to feel comfortable visiting them and it’s exciting to be part of such a large agency, it’s been a goal since I was little. I hope to move to Stockholm soon so I can really get started with modeling! That’s where everything happens.

What is it like to see yourself in campaigns?

It’s a crazy feeling. Knowing that people have seen me in stores and on billboards across the country is really amazing, and I am proud of myself!

Have you had the chance to work abroad yet?

Not yet. It’s one of my goals! I would absolutely love to shoot abroad. It would also be a dream to move abroad.

I noticed you have a YouTube channel. What do you do there?

I love making and editing videos. I’ve been doing it since I was around ten years old. My YouTube is quite quiet at the moment, but I post all sorts of things, from vlogs to challenges. So, keep an eye out, something might pop up soon!

What are your thoughts on social media otherwise. Not least as a model with a expectation of perfection, does it affect you?

It did not affect me before, but recently it has affected me a lot. I took a two-week break, not very long, but it felt very good. I think it becomes stressful when all you see are everyone’s perfect lives, how they travel, buy apartments, are happy all the time. That’s not reality. But when you’re scrolling you start to believe it is. I’ve had to unfollow many influencers because they make life look so easy, even though they also struggle sometimes. But that’s rarely shown. It creates pressure if you wish you were in a certain place in life but haven’t been able to get there yet for various reasons. Then it feels like everyone else’s life is a breeze. I’ve started being quite transparent on my social media, because I don’t want to be someone who adds to the stress and pressure young women feel.