When I first came across @parisinfourmonths account on Instagram and hit the “follow” button for its envy-inducing photos reflecting a quintessentially Parisian lifestyle (strolls around the city, flowers, fashion and style, of course, included) I had little knowledge of the person behind all of this. Judging from the name, I assumed it was a documentation of somebody’s current venture to Paris for four months. As more and more time passed, I started questioning how long can possibly these four months last until I visited Carin Olsson’s – by then I had already learnt her name – blog and realized that “Paris in four months” wasn’t at all her current state. It was a reference to a very romantic prelude to the seemingly perfect Carin’s life that I was offered a glance at with these meticulously curated square photos.
Step by step, I learnt her story. No matter how reckless and brave her decision to leave a stable job in Sweden and install in Paris may sound, the outcome was (and is) more than rewarding. After more than four years full of difficult beginnings, challenging projects, and new discoveries Carin has earned her respectful name. For now, she has amassed almost one million of following on her Instagram account, to which she explicitly refers as her visual diary which still has the same direction as it had back in the beginning. At the same time, she goes so much further the usual ‘blogger/influencer’ tagline: Carin is also an appreciated photographer and a definite insider in the fashion industry. The names of her clients are not any less impressive: Gucci, Dior, Cartier to cite a few.
However, Carin’s level of modesty and kindness is directly proportional to her achievements. While I was waiting to meet her in the garden of Petit Palais, it was impossible for me not to notice the glances one elderly couple was giving this young Swedish woman when she entered the café and looked around with her big blue eyes and brushed through angelic blond curls. She was dressed in casual clothes: a green bomber, black T-shirt and jeans, the whole ensemble made just a notch edgier by her studded mini Lady Dior bag. Then she found me and greeted with a huge smile, as if we’d been friends for a long time before. Throughout our conversation, she never checked her phone or time, eagerly asked questions about me and willingly answered every question I asked – despite being very sweet, she’s also unashamedly open about the other side of her stellar ascension in social media and doesn’t sugar coat her words while talking about the daily life.
You’ve recently come back from a trip to Sweden to meet your family and friends. Doesn’t it feel strange to come back to your hometown after having spent four years here? Do you consider Paris as your home now?
It does feel very strange! I’d say I have 2 homes. Sweden will always be my home because that’s where I’m from, that’s where I grew up and where my family is, but I’m also very blessed to be able to call Paris my home as well.
So tell me more about that your life-changing decision back in the 2012…
Back in 2012, I was working in ELLE Decoration magazine as an editorial assistant, which was my first real job after finishing high school. I loved that, but I thought that I was missing something in my life, some excitement, perhaps. As I always wanted to live abroad, I told myself ‘let’s try this for a couple of months and see what happens’. To tell the truth, I didn’t think that I’d leave Sweden permanently, it was supposed to be my ‘get-out-of-my-sistem’ and ‘clear-my-head’ move. For beginnings, I decided to leave this job and for that everybody around me thought I was crazy! I moved for 4 months to Paris and when these months had passed, I got back to Sweden. But then I couldn’t forget Paris so in January 2013 I moved back. I don’t like to say ‘permanently’, I came here and I don’t know yet how long I will be staying (laughs).
Tell me, what do you do once this romantic and exciting period of acknowledging the fact that you’ve made such a huge change in your life passes and reality hits you? What kind of steps did you take that led you to the place that you are right now?
I wouldn’t surprise you by saying that it was hard. When I came here, I’d just broken up with my boyfriend after six years of being together, so I was heartbroken and spent much of my time crying. I was really debating whether or not I should stay, if it’s going to be too difficult for me to keep up, all kinds of stuff like this. It wasn’t a very smooth start to my career here, for sure. In the end, I decided to stick with it and try to do my best. I interned here in one showroom during the fashion week, where I sorted clothes, dressed models. It was such kind of job where you don’t earn any money at all, but I just wanted to get inside of the industry and see what it was like. After that, I took a job as an editorial assistant for websites. During all this time I also had my blog and Instagram going but I didn’t look at them as a way to earn money. I did it only for myself and then very slowly people started commenting and more people started getting in contact. I always loved taking photos but I never thought that I could actually do it as my profession; I never really thought, “I want to be a photographer and I want to do social media”, I just sort of did it and everything developed into this… It’s crazy when I think about it!
When did you have your first major career moment here? The one after which you thought ‘Wow, I’m really making it here!’
To be honest, I still don’t feel like that! The first major thing was probably a friendship with Nicole Warne from Gary Pepper Girl. Back in 2013, we started commenting back and forth on each other’s Instagrams and blogs, and when she came to Paris she suggested meeting and hanging out. We did some photo-shoots together, and that was probably the first time that I properly shot a model wearing the clothes instead of photographing only clothes. Later we stayed in contact and she asked me to come to fashion month in September so we did New York, London, Milan and Paris together. That was the best learning experience and it was precisely then that I decided it was something that I wanted to do. I know a lot of girls think that this industry is very glamorous and nice and everybody’s very sweet, which is not the case. It’s actually a very tough industry and you really really really have to love what you do to succeed. I think I got my first very serious project at Gucci and that was the moment when I had to pinch myself. I don’t really remember when exactly it was but later Dior reached out to me and asked me to come to the show and after the show they suggested to collaborate. You see, I never really thought “one day I want to work for Dior or Cartier”, it’s just a result of my love for what I do and I think it shines through. It’s a longer story than that, but it’s basically the most important things (laughs).
What are the most challenging things while working with the globally renowned brands as Dior and others?
The most important thing is to get along with people. I’m very lucky that I’ve had countless opportunities to work with amazing people that now we’re friends with, but, of course, there are always people who aren’t that welcoming. I remember being sad after so many jobs because I really don’t have a thick skin and usually I take things personally. Sometimes it’s just impossible not to pay attention so that can be really tough. Moving on to other challenges, very often people, usually photographers and others working in creative fields, think that they’re going to be able to do whatever they want and express themselves however they want, which is not always true. The main priority is to satisfy the client who has a final say on things. On the other hand, I feel that these are ‘luxurious’ kinds of problem to have at work.
Which project or journey is the most fascinating to date?
In terms of projects, the work I’ve done for Dior is something that I’ll never ever forget. It was so incredible to be a part of that but it was also a huge amount of responsibility and stress – I’d never been so scared of not performing well in my life but that made me push myself so much further. I’m forever grateful for Dior giving me this opportunity. Our collaboration took place a couple of years ago and I think Women’s Wear Daily wrote the first article acknowledging the fact that brands are starting to work with Instagram people to create content and they mentioned me and Dior. When the brand reached out to me it wasn’t so normal to let a person from Instagram take all photos of a world-renowned fashion house and it’s very cool to have been a part of it from the very beginning! Concerning travels, Morocco where I went with Cartier this summer was one of the most – I don’t even know how to describe it – extravagant journey. It was once in a lifetime experience – we were shooting in 46 degrees! (laughs).
You’re one of those people who have risen thanks to a social media. Are you comfortable being placed in the blogger/influencer category that still has negative connotations sometimes?
Absolutely! I think we must stop seeing this as something negative. Let’s be honest, of course there are people who label themselves as influencers and actually do nothing. As in every profession, there are those who do the job very well and also those who do the job very poorly; that doesn’t apply only for bloggers. People have a tendency to look down on us because they think it’s so glamorous to sip coffee and take photos of it. Of course, there are girls who do this this way, everyone does it differently, but for me it’s so much more than just being a blogger. At the end of the day, when you list what you’re doing, you see that you’re doing production, post-editing, retouching, business management, finances, marketing for yourself, branding, if you have an assistant, you’re also managing other people in your business, you’re writing, you’re the creative director of everything…You’re wearing so many hats at the same time. It’s sad that people have so many unjustified prejudices but I feel that they’re starting to change their minds about this – right now, there are many people who are fortunate enough to make a living out of blogging so they must be doing something, I guess (laughs).
Recently I read a very interesting article in Vogue about the influencers and there was this one particular remark that caught my attention: affirmation, shared by this new generation of social-media mavens themselves, that they’re having addiction to their phones, sometimes to such extents they can’t literally live without it. How do you deal with this intensity and obligation to be connected all the time?
I don’t feel this kind of anxiety at all and now I feel so unprofessional for saying this! (Laughs). I’ve always said that I’ll do this job for as long as I find that it gives me pleasure. For me, it’s absolutely essential to be able to disconnect. There are times, for example, fashion weeks when I have to be online all the time because it’s my job, but I also like to spend time with a boyfriend or friends and not look at my phone at all, so I turn off all the notifications and just relax.
Would you agree that it’s highly improbable to maintain relationships while doing a job like this?
Well, I’m not the best person to ask, as I’m not in a relationship anymore (laughs), but I think is that you have to find the right person. I believe that in a relationship you’re supposed to be each other’s biggest cheerleaders. I want to be with someone who supports me 210% and I could do the same to him as well. Not seeing your beloved one for a month or three months can be tough but there are people who support each other so much in their career choices that they learn to navigate it through. I also believe that it’s good to separate your personal and professional life, I don’t know if I’d like to have my boyfriend by my side 24/7, being involved with my blog, taking photos, which is very often the case for other bloggers. I’ve travelled before with boyfriends for work but I like to do my own thing on my own terms. In addition, it’s very hard to find a person who understands your life because it’s a very modern profession, you still need to deal with such questions as ‘so what do you do?’ and it’s hard to explain for those who are not in the industry.
Let’s talk about fashion weeks. Do you love them or do you dread them?
Both, and I think anyone in this industry would understand me. It’s definitely the most exciting time during the year, because there are so many things happening at the same time, but it’s also incredibly stressful. For me, working in fashion weeks means attending shows and presentations, but also meetings with people who are in town. I usually have the shoots scheduled at the same time, often with live delivery, which means that photos have to deliver the same day, which makes things very stressful. Then you want to catch up with friends, also simultaneously organize your projects and schedule things after the fashion week. But then again, it’s a good kind of stress to have. As freelancers, we’re never forced to do anything; we just do it because we love it. Even if I complain to my friends during these busy weeks, they know that deep in my heart I love all of that and wouldn’t be doing it otherwise.
How did you change personally during these four years?
Honestly, I don’t know if it’s because of Paris, my jobs, relationships, friends or it’s just a natural development, but I never felt stronger as a person before as I do today. I mean, bad things and comments still have influence on me, I’m not saying as if I’m made from steel, but there’s so much more. I’ve always had a problem with confidence and not believing in myself, that’s something I’m really working on but it gets better and better.
What do you miss the most about Sweden?
My family, for sure. I’m happy that I have only a few hours on the plane and I can see them. I also love how well organized everything is in Stockholm. Paris can be a little bit tough city with all its bureaucracy, paperwork, and when I go back to my hometown, I’m always shocked to see how smoothly everything goes. But then again, Paris has so many pros… That’s why I’m staying (laughs).
And what do you like the most about Paris?
I love the atmosphere the city has. I love the history, the culture, the fact that people take the time to enjoy their life – what shocked me the most was that people can buy a cake for dessert at Tuesday all for themselves (we don’t spoil ourselves like that in Sweden). That’s kind of mentality I really like. I also find fascinating that people sit and read in parks in the middle of the day. At the same time, I think that this feeling can be created in any place you’re happy in, it’s not only Paris. It’s the new energy this city has given me and the relationships that are the most important. If there was one thing I’d want people to apply for themselves from my story is that anybody can do it as well which doesn’t translate as ‘You can go to Paris’, it means you can change the direction of your life. I just gave up everything what was secure and took a huge leap of faith, and I believe anybody can do that.
So, for anyone who wants to change their life and move to another place – what do you think are the most important things to know before doing that?
It’s not such a big decision as you think it is! It sounds weird, but it really isn’t. There’s something that my mom told me that sort of changed everything: She said ‘Well if you don’t like it, you will just make a new decision’ and that made everything so much simpler. I asked myself why am I here panicking about everything? If I won’t like Paris, I can just change it. It goes with so many things in life; you’re the one making decisions and if you’re in a situation you don’t like, just do something about it. There are so many people who think that if they make a certain decision they’ll never be able to turn around, like THIS IS IT. But it’s not.
Lithuanian readers can find the interview in the newest issue of L’Officiel Mada