Meet
Sandra Freij
We love Sandra’s work, so we caught up with her to talk about her inspiration, her creative process, and the magic behind her images.
Q. Can you talk about a shoot with kids that really challenged you creatively? What was hard about it, and what made it worthwhile in the end?
A. I think when I first started working with kids it was because I had become a mother and was drawn to the beauty of my kids world—their games, their imagination. I have always been drawn to making imaginary interpretatuions of whatever stage of life happening to myself and my family. However, having previously worked with older models and subject matters I didn't want to make a distinction in the storytelling. I sort of approached it as if the images should appeal to "grown-up children"—like myself :-) . Each image became a tableau—a story in itself, perhaps because I had so many different ideas at that time gathered from watching my kids play. It was such a nice way of entering their world; suddenly, I could indulge in a world I often had to suppress in my womenswear fashion work. We created fantastical sets for each child, including giant oversized presents, outfits made from many balloons, and ideas based on dreams and imaginary worlds. It was wonderful but as a first time for me- it was hard to find the balance between creating an image and creating space for an image to happen. It was a big production and a needed stepping stone into the world of kids' fashion. It established the style of photography that I could offer alongside my other work. I learned a lot on this first shoot, keeping what worked for future projects and gaining insight into how to prepare scenarios where children can co-create the final result.
Q. You often capture kids in in-between moments rather than posed ones. What do those quieter moments reveal to you about who children really are?
A. I think this is one of the main things that draws me to photograph kids: they are unpredictable in a way which is refreshing and exciting. When photographing kids its more about setting the scene and then just being prepared to capture what happens. They add magic to situations in a way that cannot be planned.
Q. On a personal level, what part of your work feels most “you” right now, and how do kids fit into that chapter of your creative life?
A. I always explore nostalgia in my work, much of which stems from childhood. Growing up in Sweden, we were free to roam the woods and the neighbourhoods. We used the woods as our playgrounds. We were explorers and storytellers; we sought out adventures, with the woods providing endless material that was beautiful, exciting and frightening all at the same time. I'm interested in the fragility of the space between light and dark, familiar and unknown.Kids have such unfiltered personalities. As a photographer, how do you create space for children to show up as themselves rather than performing for the camera?I've learned to create a setting where their wonder of the world can thrive. While my first shoot for Milk magazine mentioned above was quite planned in terms of the final outcome, later shoots have been more free. For example, for the L'Envol shoot for Milk Magazine, I hired a Hot Air Balloon, placed it in a field and let the kids loose to play. It was a fantastic day where the kids very much became co-creators of the story- me running around after them trying to capture their wonder.
About Sandra Freij
Sandra Freij is a Swedish photographer whose work spans fashion, portraiture, and art. Her images are known for their cinematic atmosphere and emotional sensitivity, often exploring themes of identity, femininity, and the relationship between people and their environments.
After studying photography in the United Kingdom and Sweden, Freij began her career working internationally in fashion and editorial photography. Her work has appeared in publications including Dazed & Confused, Another Magazine, Another Man, GQ Style, Violet book, Lula magazine and Swedish Elle amongst others. Alongside commissioned work, she has developed personal projects that expand her photographic language beyond the conventions of fashion imagery.
Becoming a mother marked a significant shift in Freij’s practice. Increasingly drawn to photographing children and family life, her work began to explore childhood as both a subject and a lens through which to consider the future. These projects reflect a more intimate and reflective approach to image-making, and the world being inherited by the next generation.
In recent years Freij has also become an advocate for more sustainable practices within the fashion and creative industries. Her work now sits at the intersection of photography, storytelling, and climate awareness, reflecting a commitment to responsible production and cultural change within the industry.
Freij continues to develop projects that combine visual storytelling with environmental and social engagement, using photography and storytelling as a way to imagine and advocate for a more sustainable and caring future.
Sandra has worked with brands like Skip Hop, The Sunday Collective, Super Smalls, Soor Ploom, Early Sunday, Paloroma, Matilda Jane, Danrie, J Crew, Target, Velveteen, Oeuf, Champion, Little Star, Rockets of Awesome, and Babesta Beat
Her work has been featured in Milk Mag, Hooligans Magazine, Vogue Mexico, Lula Japan, Forever Young, The Way We Play, Papillon Magazine, Scimparello Magazine, Lemon Magazine, Babiekins, and Nyota Magazine
