I envision Portra as a response to the limited availability of platforms for solely analogue photography. When I lived in Stockholm, I could spend hours in my closest magazine store Papercut, flicking through all issues of The Gentlewoman, and Apartamento. When creating the design, I drew inspiration from the combination of physical artefacts and digital platforms, finding a passion for the ones that both succeed in catering to online consumers and all of us who find true joy in the art of collecting fashion magazines in their printed form.
