It Takes Two

Rock’n’roll’s hardest working couple seem to feed off each other’s energy. The Åkerlunds are at their best when being together.

Words Koko Ntuen Photos Shanna Fisher

There have been many major influences that Sweden has had on the rest of the world – Ikea, Spotify, ABBA, H&M, Soundcloud, ACNE, meatballs – and then there are the Åkerlunds.

This dynamic duo have become the avant-Nordic darlings of the world, creating some of the most iconic imagery of modern times, spanning pop culture, cinema, advertising, fashion and beyond. Bea and Jonas are one of the worlds most famous creative couples and together they have navigated and transformed everything from pop culture and the Billboard hit-lists to Hollywood and high fashion with ease and grace, all the while looking like poster children for the world of haute-couture-punk-goth.

Their creative collaboration turned into a love match when Mickey Rourke introduced them on the set of Spun in 2001. Jonas was instantly enamoured with Bea’s style, beauty and wit, and vice versa. They became a couple and, fast-forwarding to today, they have two beautiful twin daughters, a dream house in LA, and the dream life of everyone working in the creative industries – artistic freedom and demand for doing what they love.

Jonas is not shy about doting about his wife. “I love everything about Bea. She makes my life a joy on every level, and she is my everything,” he says.

They continue to collaborate together, working with the most famous people in the world. Madonna, Lady Gaga, Rihanna, Britney Spears, Blondie and the Black Eyed Peas are just a few of the names they could drop from their portfolio. “Our lives are at best when we work together,” Jonas says.

He might be Bea’s biggest fan, but he is by no means the only one. She has cemented her status as the quintessential future of fashion, garnering acclaim for the extravagant threads she dons herself and dresses her clients in, all while maintaining an effortless intrigue.

Bea’s success story doesn’t come without the sweat, blood and tears. From an early age she knew she wanted to work with fashion and imagery, and to achieve her dream she did everything; styling indie movies without pay, selling T-shirts at Hardrock Café, waitressing and eating Top Ramen Noodles for days. She did all this with her goals in mind, telling personal style magazine Style Like You: “The goal isn’t that far — if you want it, you can have it.”

And have it she did. Last year Bea styled four of the 17 looks from Beyoncé’s visual album, a secret project she didn’t even know was secret until The Queen B herself dropped the album overnight and the world went crazy, buying almost a million copies in three days. In 2012, 112 million people tuned in to see Madonna’s Superbowl half time show with MIA and Nicki Minaj, viewing three months of non stop work that Bea did to prepare for styling one of the biggest shows ever produced. One needs to look no further than her resumé of print, cinema, music videos and commercials to see the passion and unique eye she brings to every project. It’s not hard to spot a Bea Åkerlund production; if it’s sexy, gothic, has leather, Swarovski crystals, girdles, feathers, glamour and the lead character is turning you on, Bea probably had something to do with it.

The Åkerlunds have proven they have their finger on the pulse of what it means to be outrageous, witty, creative and brilliant in their visual narratives. Bea, a self-declared fashion activist, is a true visionary that has inspired the world with her eye and energy. In the future, the Åkerlunds plan on working on longer narratives. If the 2001 movie Spun is anything to go by we are excited.

Says Jonas: “We do so many different types of jobs together, but our main goal right now is to write and make movies together, to tell longer stories and focus on one project at a time”.

Mrs. Åkerlund has a ton of creative projects in the works for 2015 including a fashion line, the fashion network BWHOYOUARE – a platform for emerging artists to connect and be discovered, and a recently-acquired 120 year old church in the heart of Stockholm. We sit down to talk with Bea about some of her projects, inspiration, Stockholm and more.

What are your fondest memories of Stockholm?

My childhood. It has made me who I am and I wouldn’t change growing up in Sweden for anything. I have the fondest memories as a child of traditions and living through the seasons.

How does or did Sweden ever influence your design aesthetics?

Sweden forced me to think outside the box to realize my dream and that I was not like everybody else. At first it was intimidating to stick out and take a chance that I wouldn’t fit in, but after a while I said ‘fuck it’, and did what made me happy, and that has lead me to success.

What is the earliest form of inspiration that you can remember?

My mother’s shopping trips to Paris. She would bring me back designer clothes for me that were different and stuck out and didn’t fit in with the current trends. When I think back, I remember that there was always something trending, and it still does, when the entire country will wear the same hat, jacket or whatever hairstyle is the flavour of the month, and I think that made me go the extreme opposite way. I cannot think of anything more horrifying than wearing the same outfit as someone else.

Tell us a few Swedish artists to watch out for?

Sarah Frey. She messaged me on Facebook and her music is hypnotizing, I love artists with true passion that will do what ever it takes to be noticed.

How do you guys feel about being Swedish icons?

Says who? What makes one an icon? At the end of the day I am just a mom and wife like everybody else, frying meatballs and doing the best I can in society, hoping my children will grow up safe and happy.

Who are your Swedish icons?

My husband, he is the most amazing person I know.

What is your favourite time of year?

I love the warm Swedish summer, there is nothing like it in the world. People are happy and the sun stays up forever with love in the air.

What current Swedish artists would you be interested in working with?

Ghost. It’s in the works, possibly for doing the next Papa costume.

Can you give us any insight on your rumoured clothing label?

Yes, Le Snob will be available in stores during the spring 2015 and I am very proud of my lifestyle brand for the rich. It’s everything you don’t need but must have!

How has the Who You Are network changed your perceptive on the fashion community?

It made me realise that everybody is facing the same problem, and that is survival – to complete the dream of a creative vision and making a living at the same time.

Lastly if you could describe Stockholm in any sentence what would it be?

Home away from home.