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A digital atelier where inspirational
women in fashion share their ideas


Produced by Frida Gustavsson and Vera Granlöf. Monthly documentary reports on the inner universes of hard-working women.

Proust questionnaire: Anneè Olofsson

Image from Anneè Olofsson’s exhibition at Uddevalla Konsthall, 2013.


1. What is your idea of perfect happiness? To feel happy just because you’re alive. To wake up in the morning and feel that you want to get out of bed full of new energy.

2. What is your greatest fear? My own dying or my daughter and family dying. Woody Allen once answered to the question what he thought about death that he was strongly opposed to it!

3. What is the trait you most deplore in yourself?
 That I believe that I am able to do everything simultaneously and constantly.

4. What is the trait you most deplore in others?

Bitterness, greediness, stupidity, jealousy, evil and the lack of humour.

5. Which living person do you most admire?
 My mother.

6. What is your greatest extravagance?
 When I sent hitchhiking to Paris on a long-hauler truck when I was 15 years old, just to see a concert with The Sounds.

7. What is your current state of mind?
 Mostly tired and stressed. I’ve got a 3.5-year-old and the weather sucks.

8.What do you consider the most overrated virtue? 
 To be kind. Shouldn’t everyone be kind?

9. On what occasion do you lie? 
 Lies are for cowards, so: rarely or never.

10. What do you most dislike about your appearance? 

It varies from day to day.

11. Which living person do you most despise? Everyone who joins the IS to engage in terrorism.

12. What is the quality you most like in a man? Humour

13. What is the quality you most like in a woman? Humour

14. Which words or phrases do you most overuse? Right now: naughty naughty!

15. What or who is the greatest love of your life? My daughter Margaux.

16. When and where were you happiest? When Margaux was born healthy and beautiful.

17. Which talent would you most like to have? To be able to look into the future.

18. If you could change one thing about yourself, what would it be? To lose control a bit. Not be so scared (a lot of my fears appeared with Margaux). I’m like the total hypochondriac. A disease of its own.

19. What do you consider your greatest achievement? That I gave birth at the age of 46 and that I’m represented at MoMA in New York.

20. If you were to die and come back as a person or a thing, what would it be? My daughter’s eyes.

21. Where would you most like to live? Right here, but at times in a place where the sun shines more often and the days are longer.

22. What is your most treasured possession? My daughter (I still own her!)

23. What do you regard as the lowest depth of misery? To die or become seriously ill and that my daughter and my family would encounter the same fate.

24. What is your favorite occupation? To think.

25. What is your most marked characteristic? A good friend… kind and reliable … and a «doer ».

26. What do you most value in your friends? That they are kind, reliable and that they have humour.

27. Who are your favorite writers?
 Arne Sand, John Steinbeck and a few other authors that are represented in my bookshelf.

28. Who is your hero of fiction? I don’t have any heroes in that industry.

29. Who are your heroes in real life? hose who are there for others.

30. What are your favorite names? My daughter’s: Lola Margaux Bernadette.

31. What is it that you most dislike? Everything bad … hahaha.

32. What is your greatest regret? That I couldn’t be with my mother when she was ill with cancer… studied in Oslo … she insisted!

33. How would you like to die? Not knowing

34. What is your motto? Live today, tomorrow might be too late.

By Anneé Olofsson

“Mourning”, 2014.

Four brilliant works of art by this month’s calendar girl Anneé Olofsson. Find more of her works here. And make sure to watch the video from year 2000 where she examines the relationship between parent and child. In the video Anneé’s mother is sitting beside her in bed, reading a collection of private love letters written by Anneé’s past boyfriends. Find it here.

“Spineless”, 2004.

“God Bless the Absentees”, 2000.

“The Conversations”, 2006.

Hata sport loves Anneé Olofsson

After a couple of weeks of vacation it’s finally time to continue our monthly documentary reports and present to you a new amazing woman – our sixth calendar girl – Swedish artist Anneè Olofsson.

Anneè is known for her photographs, videos and sculptural works, where she repeatedly uses herself and her parents as unrestricted artistic tools. Her previous exhibitions (which are quite a few) are about body fixation, human relationships, the need of protection, growing up and the fear of getting old. Her work is included in the collections of MoMA in NYC, The Modern Museum in Stockholm, The Orlando Museum of Art, The MINT Museum of Art in North Carolina and The Hirshhorn Museum in Washington DC.

We look forward to sharing her inner universe with you. But if you can’t wait until then, you’ll find more information about her here and here.



An icon that has been very important in your life: Madonna and Michael Jackson, they are so fucking big. Michael Jackson – so queer, so GOOD, so fascinating. Madonna – I’m so curious about her ego, it feels like she doesn’t care about what anybody thinks, she stands for such a strength to me.

A place that has been very important in your life: Hjulsta, I grew up there and it has shaped me into who I am today.

The best clothing piece right now: Tony’s discolored white/pink shirt. It’s perfect and not in polyester, like everything else that I wear otherwise. And my denim cap from Hong Kong and comfortable trousers and skirts.

A fragrance that has been very important in your life: Jean Paul Gaultier perfumes, the bodies. My mom, sister and brother had one each.

The best sport/exercise right now: Hot Yin Yoga.


En ikon som har haft stor betydelse i ditt liv: Madonna och Michael Jackson, fy fan vad stora dom är. Michael Jackson – så queer, så BRAA, så fascinerande. Madonna – jag är så nyfiken på hennes ego, känns som att hon inte bryr sig om vad någon tycker, hon står för sån styrka för mig.

En plats som har haft stor betydelse i ditt liv: Hjulsta, jag växte upp där och det formade mig till den jag är idag.

Bästa klädesplagget just nu: Tonys missfärgade vit/rosa skjorta. Den e liksom perfekt och inte polyester som allt jag har annars. Och min jeanskeps från Hong Kong och bekväma byxor och kjolar.

En doft som har haft stor betydelse i ditt liv: Jean Paul Gaultiers parfymerna, kropparna. Min mamma, syster och bror hade varsin.

Bästa sporten/träningsformen just nu: Hot Yin Yoga.


Image of Zhala by Märta Thisner.


Aérea Negro, one of Zhala’s favorites.

“Aérea Negrot is the best performer/artist I know. She is so fucking amazing, it’s crazy! The whole world should see and understand how powerful she is!”

“Aérea Negrot är den bästa performern/artisen/ konstnären jag vet. Hon är så jävla fantastisk, det är helt sjukt! Hela världen borde få se och förstå hur mäktig hon är!”


Aérea Negrot – Todeloo. Found here.


Watch the short documentary about artist Zhala by Hata Sport.