in pursuit of BEAUTY

IN THE MID NOUGHTIES Swedish photographer Jorgen Ahlstrom found himself in a meeting with Pret-A-Manger founder Julian Metcalfe. This was the first time they met. Julian, somewhat frustrated with the concepts presented by the then agency, was describing his vision for the brand. Julian wanted to make the customer both think and smile. It needs feel very different from all other brands, he said, more upmarket and beautiful, but still for everyone, it needs to be intelligent, but at the same time quirky. Mid sentence he turned around to Jorgen – “please, you need to understand where I’m coming from, you need to put yourself in my shoes….” Julian’s vision resonated with Jorgen, and this became the starting point of a relationship that still continues to this day.

True to form, the first image Jorgen created for Pret-A-Manger was the now iconic and brand defining image of a pair of shoes made out of two baguettes. Beautifully photographed, but with an intelligent sense of humour. Some 15 years later the image is still being used, and is one of the over 150 images that Jorgen has created for the brand so far.

Alongside his renowned work for Pret, Jorgen has worked with some of the most well known brands in the world, including multiple editions of Vogue, Marks & Spence, DeBeers, Hotel Chocolat, Coty and Gordons Gin, amongst many others.

Jorgen’s work is defined by a constant pursuit of beauty, often quirky, but always intelligent and considered.