Behind the scenes at Finnish fashion shows, things are a little different. At least when photographer Joonas S’Diri is involved. Instead of photographing the models in the traditional way, S’Diri lets them take the camera – or rather his cell phone – into their own hands. With the innovative “Models Taking Selfies” concept, he captures the raw, unadulterated atmosphere behind the scenes. Now the student wants to expand the project.
When frustration becomes inspiration
During “Fashion in Helsinki” 2025, a hub for young designers in Finland, photographer and film student Joonas S’Diri realized how the presence of so many colleagues and the cramped space was blocking him. But after a short breather, he suddenly had an idea: what if the models took pictures of themselves with his cell phone?
The “Models Taking Selfies” project created a win-win-win situation: the models, who usually have to get by backstage without their own smartphones, finally get to see how they look at the moment. We get an unfiltered insight into the atmosphere behind the scenes. And S’Diri inspires with an unprecedented concept.
With this idea, Joonas also wants to pay tribute to the invisible heroes – make-up and hair artists who often remain in the background. After the Finn has implemented “Models Taking Selfies” at five different fashion shows in his home country and feels great gratitude for the trust placed in him, he wants to roll it out outside the land of a thousand lakes due to the positive response.
In love with shock? Here you can find more of S’Diri’s work – selfies or not.
Want to know more about backstage photography? Read our report on what goes on behind the scenes at NY Fashion Week here
Photos: © Joonas S’Diri
