What a pleasure to be chatting with Lotta Agaton, her name and signature are just recognized without introduction, and her exquisite style, and instinct for detail are a total source of inspiration for many..
One of the things that really draws my attention, is her ability to stay fresh and true to her style, something I personally believe is crucial, nowadays.
Lotta dear, you’re an artist. I just finished indulging in your book with talented Pia Ulin, really, page by page, what a collection of your work over the years, and what a timeless feel it has.
How does looking back feel to you? so many years of work and adventures!
_It is always amazing to look back, every single picture has it’s own story to me, and makes me remember that very moment when we were shooting it, so I guess the book ‘Colorful’ in a way is like a diary to me. It is such a privilege to work with what you love and to be able to work with so many talented people.
..talented indeed, and people who contribute in a creative way. Altogether, a photograph is a big orchestrated and carefully directed production.
Another just striking thing to me in your work, is the feel of a presence, or a muse, what is your source of inspiration? I personally just have a way of creating that takes place in my own world, I definitely feel focused when my own ideas flow, can you describe what goes on when you style or create a still life?
_Since I have been doing this for so long, It all comes very easily nowadays, I can’t really express what happens or where the inspiration comes from, when I start working, it is all very clear to me what I want to do. One thing that has changed over the years is the urge to express myself, now it is more important to me to understand my clients needs, and to give the products that we are shooting justice, and to show them in the best way possible. I love to feel like I can make a difference and help people see the products in a new way.
This is a very valid and real point, a selfless way to work with a company. As many might think that doing freelance work means you get to do whatever you want. It really is an Art to interpret a client and to produce something along those lines.
Sometimes, life brings you great surprises, always new beginnings. What can you tell me about your new home and the process of defining a living space that you love.
_Since I do mainly large advertising campaigns and photoshoots today there is not a lot of space for playing around, it is all very serious. I always want to aim for the picture to be timeless and not too dated, and since it is a big cost to put together a professional photoshoot it is important to me that the pictures will last, and therefore it is not the time and place to experiment too much. But in my home I can play around, my last home was very white and back, when I moved in, it was quite extreme, but now this style is taking over the entire blogosphere, and to me that is very boring and makes me crave for something new and something that is my own. My new home is all grey and filled with things that I love, much more eclectic and mixed than before. As a stylist I think it is always important to move on and not get stuck in a certain style…both you and everyone around you will get tired of seeing the same things all over.
..so true in my life also. I keep feeling bored with seeing the same things, the same rug, the same coffee table or the same style everywhere. I need constant change and to look forward to new things, it’s part of the creative process. I can’t repeat, or at least I try to be very personal in my own space. This might be why copies at any level, are so boring and to me and lose so much value.
Where in the world, and what would your dream home look like? No limitations.
_I love living in Stockholm and since I travel so much in my work the only thing that is important to me these days is to be close to my family and friends but I would love to live in a house by the sea and be able to go swimming in the mornings.
Sounds great to me.. And that says a lot about your love for Stockholm, if anywhere in the world!
Changing the subject, as I often say, ‘life is to be lived’ ..I know the way I grew up marked most of my inclinations today… what were some of your favorite things growing up, or events you remember that make part of you who you are as a stylist today? Did you always have artistic inclinations?
_My father is an architect and worked at Tengboms Arkitektkontor (a large architect firm in Stockholm) When I was a kid. I remember being home sick from school, I sometimes could come to his work and he would let me organize all their material samples and furniture catalogues, and sometimes he gave me the discontinued catalogues. The furniture catalogues and material samples became my favorite toys and I memorized everything in the catalogues by heart. When I had friends over from school I couldn’t understand why they wanted to go home when I and asked them if they wanted to play with my furniture catalogues. So with that said I guess I have always had the interest and passion for interiors and design.
That is so special Lotta, I believe that is part of who you are, early on in life. I probably would have been the kid that wanted to play with the catalogues as well.. Haha, I’ll play with those any day!
Also, as cliché as it might sound, are there special words you live by?
_I always try to stay true to the person I want to be, treat everyone well, trust my gut feeling and don’t care what others do or say.
What are some new projects, any projections in terms of the future.
_I am in the middle of working for Stockholm Furniture Fair where I am doing a stand for String Furniture, and an exhibition for Residence magazine at the museum of Architecture in Stockholm. The day after the furniture fair I head off to Copenhagenfor five weeks to shoot the next Bolia catalogue.
Wow, what a busy time for you, looking forward to it.
Is there a specific Artist that you’re following right now?
_I love the interior work of the Toogood sisters, Ilse Crawford and Dimore Studio, and I am all into design from 1970-1980 like Vico Magistretti , Gae Aulenti, Pierre Paulin and the Memphis.
I don’t think I can get over 70s and 80s glam. But the 50s are so inspiring to me. Always era’s with strong personalities.
About the blogging world, I find it so important to get ideas out there and to share with the community, I catalogue things that catch my eye, so it’s a big outlet for me, and I love doing it. You have a beautiful blog, free of sponsorships, full of ideas.. How do you feel about this model?
My blog is a place for me to share my inspiration. In my portfolio I show what I have done and where I have been, but also, on my blog I can share where I am going and what inspires me at the moment. Since I do a lot of commercial work and have the privilege of living on my work as a stylist, it feels very creative to keep the blog non commercial and all about inspiration.
I really believe this model gives you a lot of freedom, for different reasons, but mainly because your voice will always be yours and not a representation. Something about being true, does resonate a lot…
I know there’s a lot of opinion on this subject, and there’s more to what people do. I just personally and overall love this philosophy.
Thank you so much Lotta, for sharing this busy time with me, I really enjoyed what you had to share. A wonderful year to you, in all you do, best of luck. And let’s chat again soon!