"It all started as an experiment," explains Elska's editor and chief photographer, Liam Campbell. "Back in 2015, I was balancing a flight attendant job and my budding side gig as a photographer, hoping to break into fashion. However, the more I worked in fashion, the more dispirited I became by the lack of respect afforded to photographers, crew, and especially models. I realized how stifling and painful conventional beauty standards could be..."
"As Elska evolved, I introduced various refinements," Liam continues. "I began inviting my subjects to share personal stories-honest glimpses into their lives-to deepen our understanding of them. My commitment to promoting diversity was intensified by public backlash. When complaints about diversity surfaced-targets being 'too fat', 'too old', 'too fem', or anything else not white-it only motivated me further..."
"So far, Elska's roster boasts issues from cities spanning almost every continent except Antarctica, including Reykjavík, Tbilisi, Bogotá, Dhaka, Cape Town, Belfast, Seoul, Casablanca, Montréal, São Paulo, and Almaty. This September sees the release of the forty-eighth issue from Melbourne, Australia."
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