Billowing fabric, dazzling sun, and a glittering sea. A difficult combination for an amateur to capture, but for internationally renowned fashion photographer Calle Stoltz, it's "just" another challenge.

Arctic Paper was required to perform a similar balancing act when production of the company's bestselling coated paper range was transferred to a new paper mill in Dalarna earlier this year. 

In order to showcase and demonstrate the numerous possibilities presented by Arctic Volume White, a new European campaign for the paper is being put together.

Calle Stoltz, the self-taught young photographer who has reached great heights within the fashion industry, has created an image that exemplifies the versatility of our new product, Arctic Volume White. His exciting yet difficult-to-capture image from the French Riviera, where the model's dress is billowing around her in the wind, will showcase the paper's grades and inherent possibilities.

"We were looking for an elegant fashion shot, because, just like the fashion industry, we at Arctic Paper are creating products for discriminating target groups with high standards. The billowing fabric signals volume and is precisely the concept we want customers to latch on to," explains Agneta Söderpalm Appelblad, Arctic Paper's Campaign Manager.

For the campaign, the same image has been reproduced using three different printing techniques – duplex, extra PMS and fluorescent colour – which all produce completely different results. The image has also undergone various post-production processes. All in all, the campaign image has been reproduced six ways in order to demonstrate various types of effect and options.

Calle Stoltz is pleased with Arctic Paper's choice. He describes photography in the fashion world as "striving to capture perfection", where little mistakes can be what gives an image added excitement and substance. And that is what happened here:

"The dress is blowing straight up into the model's face, which to all appearances makes for a poor shot. Here, however, it has a refreshing effect, as the image looks incomplete. That can make all the difference in an industry that demands perfection," he says.

What Calle enjoys most about fashion photography is its playfulness and changeability. With repeat clients that include numerous international companies and well-known fashion magazines, he knows what he's talking about.

"It's actually not clothes that I am primarily interested in, but how they can be used to describe a character or sensation. The clothes become merely a tool that helps to set the scene."

This view is shared by Agneta Söderpalm Appelblad:
"That's precisely what we thought too. This image helps us to convey a message – the countless possibilities offered by this paper. We hope that this is something that our customers will understand and value." She adds that now is an excellent time to order paper samples and dummies of Arctic Volume White and other Arctic products from the dummyshop.