THE INTERVIEW : ERICA BERGSMEDS
‘EMOTION IN MOTION'
BY ALICE WILBY
Celebrated fashion photographer, Erica Bergsmeds, has turned her lens on her fabulous friends to create a colourful, vibrant exhibition of beautiful, spontaneous portraits. Bergsmeds anti-selfies explore the photographer’s views surrounding the social media generation and their influence on today’s society. Printed onto silver brushed aluminum, these prints are literally built to withstand rain and fire and must be the most robust portraits ever made!
Having lived in Sweden, New York and London and shot for numerous acclaimed publications and fashion brands including Vogue, Hunger, Escada, Erica’s passion project was a long time coming. And has been widely supported by her friends in the industry, with many appearing in the images. We chat to Erica about love, social media and the art of giving.
Tell us about the inspiration for the project.
I wanted to push my abstract light art and candid moments, in to my fashion and portrait work; to create images that feel more in the moment and full of emotional flow.
Each personality appearing in my art photos are personal friends and therefore it’s easier to really connect on a deeper level. When I’m shooting, I’m always looking for that special second when the pose is not there and its really raw and real. The inspiration was to keep the emotions real and to move as far away as possible from posed pictures. I’m a sucker for images in movement, in motion, images that surprise me.
What is your favourite city?
London and New York. I lived in New York for 6 years prior to London. I really love that bright big apple that never sleeps.
As a photographer, how do you feel about social media and the proliferation of selfies on Instagram?
Both good and bad. I like how social media is connecting us all, making the world, people and interests more accessible. I also dislike how social media births insecurity and scrutiny, especially in the younger generation. Selfies are often retouched and fake in their poses and style, missing candidness and a true self. I want my images to inspire real moment shots, away from the million of over posed, insecurity driven, selfies.
What’s your favourite cityscape in London?
It’s the financial district. I love the city, at night with all the skyscrapers and lights. It’s a background I would typically for my images.
We love that each celebrity involved got to pick a charity to donate sales to. What inspired that decision?
My motto in life is to help when I’m presented with an opportunity to help. No matter how small, always pay it forward in life, put down your phones and reach out to others. We live in a very selfish narcissistic world, its important to remind ourselves of our fortune and look outside of ourselves. Instead of me picking one charity, having more than 10 charities involved felt even better and each celebrity gets to pay it forward, their own way. Laura Whitmore Supports UNICEF, Jean Bernard Fernandez Versini supports Macmillan, Zara Martin supports Women for Women and Roxanne Mckee supports War Child.
A terrible question, do you have a favourite picture?
Iraina Mancini’s image in the whirlwind taxi, for it’s feelings of immediacy and passion. Roxanne Mckee for the pure sincerity. The big city flow of Laura Whitmore’s image, which in turn reveals a seldom seen, vulnerability. JB for the raw sensuality caught in one of those out of the ordinary seconds. Charlotte de Carle for the intense feminine strength and Zara Martin for the deep wise eyes in a light hearted fun image.
Who in the world – that you haven’t already shot - would you most love to photograph and why?
Jude Law! I really rate him as an actor and I’m certain he can give me all of the above emotions in one images. If he’s not free I’ll take The Queen, please.
What’s your favourite emotion?
That’s easy, Love, of course ; )
The exhibition, 'Emotions in Motion', is exhibiting at The Den on 100 Wardour Street until February 5th, from 3 pm daily. Come view the exhibition and sip some Ciroc cocktails, specially made to resonate with the art.
To see more of Erica's work, visit her site, here.
Laura Whitmore, Zara Martin, JB Fernandez Versini, Roxanne Mckee, Lilah Parsons, Charlotte De Carle, Nicky Thein, Iraina Mancini, Kylie Olsson, Malin Jeffries, Samantha Michelle, Irene Malin, Whinnie Williams, Nicki Shields, Pips Taylor, Candace McAdams, Camilla Roholm, Andrea Ahlstrand, Jennifer Akerman and Tom Payne are the “muses” appearing in the images. 25% of proceeds go to each celebrities chosen charity.