Ateljé Uggla

Ateljé Uggla on Kungsgatan (in Stockholm) was perhaps Sweden's most famous photo studio during the 40s and 50s. Many assistants developed into the country’s most renowned photographers, such as Arne Nilsson, Rune Hassner, Carl Johan Rönn and Bo Appeltofft. A good teacher was Stig Holmes, who photographed for almost all Swedish clothing manufacturers. It was said that Holmes taught assistants the "form" of clothing; that was what one should focus on if one wanted to be a good fashion photographer! The next important "component" was, of course, the model – she was as important to the photographer as clay is to an artist, as she gave the clothes body and shape.

Text: Lotta Lewenhaupt