Born and raised Våxtorp, Sweden, Peter Elofsson’s career as a visual artist has traced a decidedly unconventional path. Although his reputation was first established in the fashion world as one of New York and Sweden most sought after hair stylists, Elofsson has more recently found expression in film. The evolution was first marked when Susan Cianciolo called upon his emerging vision to direct We Met in the Future, a short film for Habitual. A natural storyteller with the ability to weave emotion and aesthetics, Elofsson has since directed hauntingly evocative music videos for several well-known bands. He’s brought the same sensibility to films for a diverse group of fashion clients, from luxury designers such as Araks to one of America’s most storied brands, Cone Denim.

Although film and hair may appear to have little in common, Elofsson views the two as different points along a visual spectrum. “Both are about light and shadow, and a sense of drama. Film’s obviously much more narrative, but both start with framing and shaping space.” His earlier career saw the launching of two salons by age 25, followed by extensive work on commercials, editorial shoots, and fashion shows, and music videos.