{"id":55418,"date":"2013-05-22T16:40:58","date_gmt":"2013-05-22T20:40:58","guid":{"rendered":"http:\/\/models.com\/oftheminute\/?p=55418"},"modified":"2014-12-08T15:48:16","modified_gmt":"2014-12-08T20:48:16","slug":"literally-unique","status":"publish","type":"post","link":"https:\/\/models.com\/oftheminute\/?p=55418","title":{"rendered":"Literally Unique"},"content":{"rendered":"

\"missfrida\"<\/p>\n

SCANDINAVIA S\/S\/A\/W Photo –\u00a0Andreas \u00d6hlund and Maria Therese<\/a> (<\/a>LUNDLUND<\/a>)<\/a> | Fashion –\u00a0Oscar Lange<\/a> | Hair –\u00a0Rudi Lewis<\/a> (Paris: Management + Artists<\/a>, New York: Management + Artists<\/a>) | Makeup –\u00a0Anya de Tobon<\/a> for Chanel<\/a>\u00a0| Model –\u00a0Frida Gustavsson<\/a><\/small><\/p>\n

Multiple covers are a popular magazine gimmick, but what if every single issue of a magazine had a completely different image on the front page? For their A\/W 13 issue Scandinavia S\/S\/A\/W<\/a> will go where no publication has gone before with 5000 different covers, each one slightly different than the last. Shot by photographer Andreas \u00d6hlund and starring Frida Gustavsson – the ‘Literally Unique’ issue is something special. Creative director Jakob Hys\u00e9n Hedberg<\/a> and Frida explain how this one of a kind project came to fruition.<\/p>\n

How did you come up with this concept?<\/strong><\/p>\n

Jakob Hys\u00e9n Hedberg:<\/strong> I got a bit tired of magazines doing more and more covers for the same issue. Some of them doing covers that wasn’t even linked together by a theme or shot by the same photographer. I was thinking of how to do multiple covers in a new interesting way and came up with the idea to do one unique cover for every copy.<\/p>\n

How was this physically possible to do?<\/strong><\/p>\n

JHH:<\/strong> Since digital printing have become so much better over the past years it opens possibilities to work a lot more with uniqueness in printing. But, it has been hard work. Both for me and the photographer – 5000 images have been retouched, and 5000 covers have been laid out and processed for print. Seeing the result it has definitely been worth it though.<\/p>\n

Which cover is the best one?<\/strong><\/p>\n

JHH:<\/strong> Impossible to choose one. Frida was amazing, we shoot this for a very long day and she managed to come up with image after image not looking the same. In fact I have separation anxiety\u2026 I want to keep them all.<\/p>\n

\u00a0Where can you buy the magazine?<\/strong><\/p>\n

JHH:<\/strong> We have retailers all over the world, but it takes a few weeks for some of them to get the magazines. So the easiest way is to buy it online. Go to scandinaviassaw.com<\/a>.<\/p>\n

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What was it like shooting 5000 different covers? <\/strong><\/p>\n

Frida Gustavsson<\/strong>: It was such a fun and memorable experience! Everybody in the team are luckily both great friends and really talented so we just had a relaxed and creative day toying with different hair and make up and ideas.<\/p>\n

You must be the model with the most unique covers in the history now?<\/strong><\/p>\n

FG<\/strong>: Haha, I certainly hope so ;)<\/p>\n

How did you manage to come up with all these different expressions?<\/strong><\/p>\n

FG<\/strong>: Thankfully I had a great team to help me come up with some fun ideas but mostly we just had fun and played around, shooting 5000 different versions of one image was certainly a creative work out haha!<\/p>\n

How is it shooting back home in Scandinavia compared to NYC or Paris?<\/strong><\/p>\n

FG<\/strong>: Back home everything is smaller and less pressure and since Stockholm is my home town I love working there – but even more so I love working with my friends!<\/p>\n

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<\/p>\n","protected":false},"excerpt":{"rendered":"

Scandinavia <\/p>\n","protected":false},"author":99,"featured_media":55428,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[9107,9719,9109,24,6767,9112,9517,8705,8706,9108,7808,9111],"_links":{"self":[{"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/posts\/55418"}],"collection":[{"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/users\/99"}],"replies":[{"embeddable":true,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=55418"}],"version-history":[{"count":45,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/posts\/55418\/revisions"}],"predecessor-version":[{"id":71041,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/posts\/55418\/revisions\/71041"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=\/wp\/v2\/media\/55428"}],"wp:attachment":[{"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=55418"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=55418"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/models.com\/oftheminute\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=55418"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}