First Jeans

The poster shows Kerstin Lokrantz and the picture was taken for a report for the weekly magazine Damernas Värld in 1948 by fashion journalist Kerstin Heintz. The image was photographed by Rune Hassner at Kerstin’s childhood home at Götgatan 11 in Stockholm.

Kerstin is wearing the first jeans that arrived in Sweden in the late 40s; the blouse is from the 1800s and belonged to her grandmother. Typical accessories for Kerstin include ballet shoes and a black ribbon in her hair. The ponytail was very unusual and became Kerstin’s trademark for the following decade.

Feel free to read the original report from 1948 that is located under the poster.

Read about Kerstin Lokrantz here
Read about photographer Lars Nordin here