How Edda Gudmundsdottir Went from Ballet to Styling Björk

Behind the Image is an ongoing MODELS.com series taking a more personal look at both established and emerging creative talent.

Edda Gudmundsdottir, Stylist

Hometown/country: Iceland
Representation: Huxley

How would you describe your work? What’s your trademark?
I would like to think that my trademark is creating images that are simultaneously beautiful, unpredictable, and timeless, with a sense of humor.

How did you first discover your passion for styling, and what led you specifically into the world of styling?
Since I can remember, I’ve been interested in telling stories through clothes. Growing up, I always volunteered to take care of costumes for school plays and friends’ projects. I grew up with a wonderful human being—my dear friend and hairstylist, Elsa Haraldsdottir. She was the hairstylist in Iceland when I was growing up and hired me from age 10 to be in her hair shows, first as a dancer and choreographer. Later, I added wardrobe styling to my collaboration with her. Through her, I also got my first overseas styling job. Later in life, I dated a fashion designer for a while, and one of my best friends is a fashion photographer. I started experimenting by helping them with their projects, and little by little, the snowball got bigger.

What other jobs have you had?
In Iceland, I grew up with over three months of summer holiday time. During that time, teenagers would take on various summer jobs to help prepare them for the ‘real’ world. I have to say, those experiences have helped me navigate all sorts of situations throughout my life. Here are some of the jobs I had: babysitter, newspaper delivery (including collecting the monthly fee for the papers), house cleaner, and companion for the elderly. I was also an aerobics and ballet instructor, and I worked in a flower store—very unsuccessfully. As much as I love flowers and plants, that one didn’t end well. I was working alone in the store, and since there wasn’t much traffic, I accidentally killed all the flowers and plants with over-watering and tender loving care.

I read that you studied ballet from a young age. Has that background influenced the way you think about movement, structure, or storytelling in your styling work?
Yes, for sure. My background in ballet has helped me tremendously in understanding how to manipulate clothes to help the person wearing the outfit express themselves better through the wardrobe. I also think the discipline required to study and be a professional dancer has been invaluable in my life.

For Björk’s Cornucopia tour, you styled her in over 40 outfits. How did you approach crafting such an expansive wardrobe, and what were some challenges or breakthroughs along the way?
Everything starts with Björk’s music. With each album, she creates an entire visual world and character, complete with its own color scheme and movements. The outfits serve as visual shortcuts to the music. She describes her music with images, colors, shapes, and textures, and my goal as a stylist is to help her achieve that vision. The more we worked together, the more I learned her language and our trust and bond grew stronger. Touring with Cornucopia over the years has been a challenge, particularly in keeping the beautiful custom Balmain couture outfits created for Björk and the musicians in perfect performance condition. After COVID, somehow half the outfits were lost, which was incredibly challenging, but thanks to talented seamstresses worldwide and the support of the Balmain team, we managed. Shaking things up by incorporating different designer outfits for Björk to wear at every performance has only been possible due to the generosity and support of various designers who have become good friends and family throughout this adventure. You’ll often find me battling my way through customs with enormous garment bags filled with the looks for the next performance, claiming they’re my wedding outfits that I absolutely must carry by hand—no matter their size.

What’s your favorite aspect of your work? Do you enjoy the research phase or being on set more?
My favorite aspect of my job is the research phase. I have the freedom to dream of all the possibilities and work with my imagination before the realities of budget constraints, wardrobe availability, timing, locations, and all sorts of other practicalities come into play.

What have you watched/heard/read lately that has inspired you?
I just watched the film, Emilia Perez. I love how different genres are mixed in such an innovative and thought-provoking modern way. I also read a wonderful book, The Mountain Manuscript: Mother’s Marginalia, by Icelandic authors Oddný Eir Ævarsdóttir, Guðrún Kristjánsdóttir, and Snæfríður Þorsteinsdóttir. Recently, I listened to the audiobook Butter by Japanese author Abako Yuzuki. It’s based on the true story of a female gourmet chef and serial killer, as well as the journalist determined to crack the case.

What’s one thing outside of your work that you would like people to know about you?
I am quite introverted and shy. People often mistake that for being aloof.

Who do you think is one to watch?
That’s such a huge question. I guess, as a short answer, I’d say the younger generation. And watch out for the big bad wolves.

Selected Work

Vogue Scandinavia April/May 2024 Cover
First-ever Vogue cover—especially thankful that it was with my extended family: the team I frequently collaborate with— Björk, Vidar Logi, and James Merry. My favorite outfit from the iconic final Martin Margiela haute couture collection. The outfit and image are beautiful and daring, modern and timeless all at the same time.

Mariah Carey – All I Want for Christmas Is You (Make My Wish Come True Edition)
Christmas is my favorite time of the year, and this song is such an iconic and huge part of the season. It was so much fun to work on creating all the dancers’ and cast’s outfits for this video and to collaborate with my friend and longtime frequent collaborator, director Joseph Kahn. The extra bonus is that every time I hear this song, year after year, it reminds me of this fun shoot.

Another Magazine Fall/Winter 2022 Covers
Nick Knight, Björk, custom-made Gucci by Alessandro Michele dress. Enough said.

i-D Magazine 40th Anniversary Issue Fall 2020 Covers
Björk’s outfit is haute couture Valentino by Pierpaolo Piccioli. This was shot during the COVID lockdown in Iceland. We had our small COVID bubble of friends and managed to orchestrate this shoot with Mert Alas and Marcus Piggott shooting remotely from Italy via the world-wide web. It was a bizarre but fun experience during those times.

Thom Browne Tailors the Future
Icelandic springtime punk spirit.