In Fredric Reshew or “Freshew”, as he also calls himself, two creative hearts are beating. As a photographer, the multi-talented Reshew with his vividly colored visuality is at home in the world of fashion, pop, and modern lifestyle. As a director, he combines his instinct for extraordinary images with profound, complex narratives. This contrast runs through his entire oeuvre. With Reshew, beauty is never superficial, and seriousness is never boring. Among the artists who admire this are Kanye West, Kim Kardashian, and bands such as Massive Attack, Bloc Party, and Daft Punk.
Fredric Reshew is a child of the dream factory Hollywood. That is where he grew up before moving to Paris, Milan, London, and New York. Like his role models, the directors Kubrick and Antonioni, who also started their careers as photographers, Reshew soon turned to the moving image. His first short film, OM, won international awards, and by now he also makes TV series. With his wife and their two children, he lives in Stockholm and Los Angeles.