Meet Ylva Erevall | Freelance Photographer

We had the good fortune of connecting with Ylva Erevall and we’ve shared our conversation below.

Hi Ylva, can you tell us more about your background and the role it’s played in shaping who you are today?
I’m originally from Sweden, and my upbringing has been pivotal in shaping who I am today. In Sweden, people value honesty and directness, which means getting to the point without unnecessary fluff. This approach to communication has been invaluable in my personal as well as professional life, making interactions clearer, faster, and avoiding misunderstandings.

Growing up with highly organized parents, I developed a strong sense of structure and efficiency. They instilled in me countless invaluable skills, for which I’m incredibly grateful—skills that fostered my independence and laid a solid foundation for success. One practical example is learning how to pack a car with maximum efficiency. This skill has proven surprisingly useful, whether I’m loading gear for a shoot or, like when a friend and I embarked on a 6-week road trip moving cross country, fitting all of my equipment and our clothing into his Honda Pilot 2008!

Beyond the practical lessons, my upbringing instilled in me the importance of empathy and connection, which now serve as the foundation of my approach to photography.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I’m a photographer specializing in Cinemagraphs, portraiture, and beauty. Beyond my technical expertise in lighting, I’m known for building strong connections with the people I photograph, which helps me capture their true personalities in my images. What sets me apart is the diversity of my background and how that has shaped my approach to photography.

I started out working in window display design for H&M in Sweden and eventually moved through a variety of roles, including as an executive assistant. These experiences have given me a unique blend of creativity and practicality. I understand the importance of telling a powerful story, but I’m also highly organized and focused on the logistics that make for a smooth, successful shoot. This balance allows me to create images that are not only visually impactful but also ensure my clients enjoy the entire process.

I was actually preparing to move to Spain for a new role with H&M when a trip to New York City completely changed my plans. The energy of the city was contagious, and I felt drawn to pursue a new creative path—photography. I decided to enroll in the photography program at FIT in New York City, and after graduating, I began freelancing with Hearst Magazines. During that time, I also took on the role of an executive assistant for a celebrity, which, while it limited my photography time, provided me with invaluable production experience and access to industry leaders who offered critical insights.

After 19 years in New York, I made the move to Los Angeles two years ago. The journey hasn’t been straightforward—it’s been full of challenges, like any creative career. One of the toughest parts was balancing my passion for photography with other demanding roles, especially as an executive assistant. While that position gave me valuable experience, it often meant putting my creative work second, which was tough.

Breaking into the competitive photography scene in New York was also no easy task. It required resilience, a lot of networking, and the confidence to keep pushing forward despite setbacks. Each challenge taught me something valuable and helped me refine my craft.

Moving to Los Angeles brought its own set of challenges, like rebuilding my network and adapting to a new creative landscape. But these experiences have made me stronger and brought me closer to where I want to be. As a freelancer, I’ve learned that the most important thing is to keep believing in yourself and stay open to trying new things. If one approach doesn’t work, keep experimenting until something sticks.

What I’m most proud of are the moments when my photography has had a meaningful impact on my clients, leaving them with more than just beautiful images—something truly lasting. My brand is built on more than just technical skill—it’s about creating an experience where my subjects feel seen, understood, and comfortable. I want my work to leave a lasting impact, not just visually, but emotionally. My story is one of resilience, growth, and a deep commitment to making meaningful connections through my art, no matter the challenges that come my way.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If one of my closest friends were visiting, I’d plan an unforgettable week that mixes iconic L.A. experiences with some hidden gems. I’ve always loved nature, but it’s so much easier to immerse myself in it here in L.A. than it was in New York. While I’d be eager to spend time outdoors, I’d also want them to dive into the city’s vibrant nightlife.

Since I’m big into the outdoors, hiking is a must—and we’d probably do it more than once. We’d kick off with a sunset hike at Runyon Canyon, just up the street from my place. Other favorite spots include the Griffith Observatory, where we’d continue on to the Hollywood sign and bring a picnic for lunch, taking in the amazing views of the city. For a longer excursion, I’d take them to Switzer Falls Trail or the Solstice Canyon Loop in Malibu, or we could enjoy a peaceful stroll through Descanso Gardens.

One day would definitely be dedicated to the beaches. We’d start out in Santa Monica, hanging by the beach and checking out the skatepark. After some chill time, we’d rent bikes and head to Venice, stopping at the canals and strolling down Abbot Kinney to check out some unique shops. The afternoon would be spent in Malibu, with lunch either at Malibu Farm with ocean views or at Malibu Country Mart. We’d end the day with a breathtaking sunset at Point Dume.

For breakfast, we’d hit up Breakfast by Salt’s Cure in WeHo for their decadent griddle cakes—so rich you’ll be rolling out of there! If we feel like venturing out, I’m a big fan of ‘Back on the Beach Café’ in Santa Monica. When it comes to dinner, L.A. has endless options, but for sushi, Sugarfish is a personal favorite. And depending on the friend’s taste, I might take them to Saltie Girl in West Hollywood for some amazing tin fish. I’m a fan of speakeasies, and one of my go-to spots is Good Times at Davey Wayne’s in Hollywood. If they’re into salsa dancing, I’d consider La Descarga or Sofitel. And we’d definitely check out some live music performances.

If they’re into art, we’d spend a day at The Getty.

We’d also carve out half a day to explore the cultural hotspots of Downtown L.A., visiting Grand Central Market, The Last Bookstore, the Library, and catching a glimpse of the Bradbury Building, among other spots. Lunch at Joey DTLA is a must—their hummus platter is to die for!

In my view, the best part about L.A. is the blend of diverse experiences—you can have a laid-back beach day, be active on a hike, soak in art and culture, or enjoy vibrant nightlife, all in the same week. The city’s energy is contagious, and I’d make sure my friend leaves with a taste of everything that makes this place so exciting and special.

Who else deserves some credit and recognition?
I’ve been fortunate to have incredible people who’ve helped me get to where I am today. My parents played a huge role in shaping my values and skills, and my sister has always been a source of unwavering mental support. When it comes to my photography career, I’ll always be grateful for my first mentor, Curtis Willocks, who I met at the photo club at FIT in New York. His boundless energy and generosity with his time were inspiring, and I even wrote my own curriculum for extra credit with him as my teacher.

After graduating, I had the privilege of working with the late Simon Alexander, the studio manager at Hearst Studio D. A Profoto rep, Cliff Hausner, had arranged a meeting for me to explore an internship opportunity at the studio. Instead, Simon hired me as a freelance photographer and connected me with the late, incredibly talented David Turner to learn product photography. Simon also allowed me to use the studio for test shoots, which helped me build my first website. As I began shooting product photography for Hearst Magazines, both Simon and David were always there to lend a hand whenever I faced lighting challenges. Simon became a very dear friend over the years.

In terms of encouragement, my family and close friends have been my biggest cheerleaders, always supporting me on this journey. I feel very blessed.

Website: https://ylvaphoto.com/

Instagram: https://www.instagram.com/ylvaerevall/

Linkedin: https://www.linkedin.com/in/ylva-erevall/

Facebook: https://www.facebook.com/ylvaphoto/

Image Credits
Photo Ylva Erevall – is there room to credit model/make up/hair as well? Please let me know and I’ll make a list if so.