Bert Persson was born in Skellefteå in 1928. When he was 20, he began to become established as a freelance photographer, having done his military service as a photographer in Boden. At the beginning of the 1950s, he took over the Harnesk photo studio in Boden.

He has travelled and photographed for a number of Swedish and foreign publications such as Dagens Nyheter, Expressen and Se magazine. As a photographer and entrepreneur, he was among the first to put the Arctic area of Scandinavia on the map as a tourist destination. During his long career, he also has assembled a unique documentation of culture and was the first in Sweden to document the Sami people’s way of life.

In the Models of Boden exhibition, Bert Persson displays photographs from various advertising campaigns during the early 1960s. The assignments came from merchants throughout the county and local publications such as NSD and Kuriren. The advertising photo was in its infancy, and Bert was one of the first photographers to make use of models to show off products. Initially the idea was to use Swedish celebrities, but lacking them, the assignments went instead to local girls. Most were attending upper secondary school then. Today the Boden models are in their seventies and eighties.

Welcome to a nostalgic trip to the Boden of the 1960s.