The possibility of working aesthetically and creatively was what attracted Joanna Lavén to become a stylist. ''The job is so varied that it's easy to keep your curiosity alive,'' she says. ''That's also a prerequisite for doing a good job.'' After media and communication studies at university Joanna began working as a stylist's assistant. Since then she has accrued a stable client base including everything from Iittala and Electrolux to Tush Magazine and King Magazine. In Joanna's profession it's not unusual for odd situations to occur. For example, she once drove around Stockholm with a pair of sawn-off horse legs in the car boot. ''They were set dressing for a photo shoot on the subject of aristocratic sports where a horse-polo theme was required.'' Joanna's ideal is simplicity, resulting in a personal style that is very minimalist and clean. ''I also believe that a conscious colour choice is a crucial factor in emphasizing the right mood.'' She often uses references from the art world and also finds inspiration in film, nature and traveling. ''Hopefully a picture will give the viewer something new; an experience or an idea.''

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