Frida Gustavsson has steadily built a career that straddles the worlds of high fashion and screen stardom. The Swedish actress and model first gained international recognition in the late 2000s as one of the most in-demand models of her generation, walking for luxury powerhouses such as Chanel, Dior, Louis Vuitton, and Valentino.
Her striking presence, classic Scandinavian features, and effortless poise cemented her status among the fashion world’s elite, leading to campaigns with Marc Jacobs, Prada, and H&M.
Despite such a meteoric rise in modeling, Gustavsson harbored ambitions beyond the runway. Following a brief hiatus from fashion to focus on acting, she made her screen debut in Swedish film and television, including Arne Dahl: Efterskalv (2015) and Swoon (2019). Yet it was her breakout role as Freydís Eiríksdóttir in Netflix’s Vikings: Valhalla (2022) that brought her mainstream global recognition.
As a fierce and determined warrior, Gustavsson captured audiences with her blend of strength and vulnerability, proving her capability beyond the fashion industry.
Gustavsson’s new mini series, Faithless, is an adaptation of Ingmar Bergman’s script about a passionate love affair between Marianne (Gustavsson) and her husband’s best friend, David, forty years prior. The series is told across two time periods: the passionate but secret affair in the past and a reunion of the now-elderly Marianne and David in the present day, forcing them to confront the painful consequences of their actions.
Now, with multiple film and television projects on the horizon, and the success of her starring role in Faithless, Gustavsson continues to evolve as a performer. Whether exploring new cinematic territory or maintaining her presence in the world of fashion and beauty, she remains a figure of elegance and resilience. In this interview, she discusses her latest roles, her connection to storytelling, and the ever-changing nature of both fashion and film.
STRIPLV: You’ve said in recent interviews that you’re at a point in your life where you feel like you are leaving one life and stepping into another, from modeling to acting, and perhaps other avenues. Something like that is easy to say, but how does it actually feel? GUSTAVSSON: It’s both exciting and a little daunting. There’s a sense of stepping into the unknown, but at the same time, it feels very natural, like an evolution rather than a complete shift. I’ve always loved storytelling, whether through fashion or film, so in many ways, acting is an extension of that. But there’s definitely a new level of vulnerability that comes with it. With modeling, you’re embodying a vision, whereas with acting, you’re embodying a character’s soul, their emotions, their struggles. STRIPLV: Your acting ability has been widely respected, yet for many, the transition isn’t so smooth. That must have been a relief to you? GUSTAVSSON: Absolutely. There’s always that fear of not being taken seriously, especially coming from the fashion world, where people sometimes assume you’re just a face. However, I’ve worked hard, trained hard, and been fortunate to work with directors and co-stars who’ve really believed in me. Ultimately, I just try to stay focused on the craft and not get caught up in external perceptions, the fog! (Laughs) STRIPLV: How in the past have you coped with self-doubt, rejection, and those sorts of emotions that can knock even the strongest of people off track? GUSTAVSSON: I think self-doubt is something everyone deals with, no matter how confident they may seem. In my early years of modeling, I faced a lot of rejection, and that was tough. Over time, I learned that it’s not personal; sometimes you’re just not the right fit for something, and that’s okay. I’ve found that having a strong support system helps, whether it’s family, close friends, or even just taking time for myself to reset. I try to channel any setbacks into motivation rather than letting them consume me. STRIPLV: In terms of your acting, your portrayal of Freydís Eiríksdóttir in Vikings: Valhalla has been widely praised for its intensity and depth. What was it about that role that resonated with you? GUSTAVSSON: Freydís is such a fascinating character—complex, fearless, and driven by a sense of destiny. From the moment I read the script, I felt drawn to her journey of self-discovery and survival. She’s not just a warrior; she’s a leader, a woman who carves out her own path in a world dominated by men. Playing her required a level of physicality I hadn’t experienced before, but it also tapped into something deeply emotional. I love characters who challenge me, and Freydís was exactly that. STRIPLV: The series demanded a lot physically. How did you prepare for the action-heavy sequences? GUSTAVSSON: It was intense! I spent months training in sword fighting, archery, and combat choreography. I worked closely with stunt coordinators to make sure the fight scenes felt authentic. We also trained in movement and endurance—battle scenes can be exhausting, and you have to make it look effortless. But honestly, I loved every second of it. There’s something incredibly empowering about stepping into that warrior mindset. STRIPLV: What fitness routine do you undertake, and has it changed over the years? GUSTAVSSON: My routine has definitely evolved. When I was younger, I focused more on high-intensity workouts —the sort associated with running, boxing, and other activities that pushed me to the limit. Now, I still love movement, but I’m more mindful about balance. I incorporate a lot of Pilates and yoga, which have been amazing for strength and flexibility, and I also love hiking as it’s a great way to stay active while clearing my mind. I think fitness should feel good, not just be about discipline, so I listen to my body more now than I used to. STRIPLV: Do you think a background in fashion helped you transition into acting? GUSTAVSSON: Absolutely. Modeling taught me so much about presence, body language, and storytelling without words. You have to convey emotion through movement, which is something that translates well to film. Also, working in fashion at a young age exposed me to incredible creative minds—designers, photographers, directors, all of whom helped shape my artistic perspective. STRIPLV: Do you see yourself continuing that balance between fashion and acting? GUSTAVSSON: I think so. Fashion will always be a part of my life; it’s where I started, and I still love collaborating with designers and brands that inspire me. However, acting is where my heart is right now. I’m in a phase where storytelling—through film, though character work is my main focus. That said, fashion and film aren’t so different; both are about transformation and identity. STRIPLV: You’ve worked with some incredible directors in both fashion and film. Is there someone you dream of collaborating with? GUSTAVSSON: So many! I admire directors who create immersive, character-driven worlds, someone like Denis Villeneuve or Ruben Östlund. And of course, Ingmar Bergman’s work has always been a huge inspiration for me. The psychological depth of his films is something I aspire to as an actor. STRIPLV: Outside of work, what are some things you’re passionate about? GUSTAVSSON: As I said, I love being outdoors… hiking, skiing, anything that connects me to nature. I love traveling the world, but I will always come back to Sweden; it’s such an unapologetically beautiful country, and I try to spend as much time as possible exploring it. Away from travel and exercise, I’m also really into literature. I’ve been reading a lot of poetry lately; I find it helps me approach acting from a different perspective. STRIPLV: Beauty and skincare are often discussed in the industry. Do you have a particular philosophy when it comes to self-care? GUSTAVSSON: Less is more! I think the Scandinavian approach to beauty—natural, minimal, focused on skincare rather than heavy makeup has always resonated with me. I believe in taking care of your skin from within, so that means hydration, sleep, and good nutrition. I do think, as Swedish people, our simple perception of life is both a positive and a negative. We often get accused of lacking passion or ambition, but the truth is, we are generally quite content with how things are, and that is enough for us. We’re not wildly ambitious people, and I think sometimes that’s confused for complacency or laziness. STRIPLV: Fashion trends come and go. Do you have a personal style ethos? GUSTAVSSON: I’m drawn to timeless pieces. I love well-tailored coats, structured silhouettes, and effortless basics. I think a great wardrobe is about investing in quality rather than chasing trends. That said, I also love experimenting because fashion should be fun, after all. STRIPLV: Finally, what excites you most about the future? GUSTAVSSON: Growth. Every new project teaches me something, whether it’s about acting, about myself, or about the world. I want to keep pushing boundaries, taking on roles that scare me in the best way. And most importantly, I want to keep evolving, not just as an actor, but as a person.
FROM RUNWAYS TO ROAD TRIPS
Frida Gustavsson on travel, adventure, and the joy of getting lost.
For Frida Gustavsson, travel isn’t just about reaching a destination; it’s about the experience itself. Whether exploring the remote landscapes of Iceland or getting lost in the streets of Kyoto, the model and actress is someone intent on embracing the unpredictability of each journey. “I love the feeling of not knowing exactly where I’ll end up. That’s when you find the best places,” she says.
Despite years of jet-setting for fashion and film, Gustavsson prefers a slower pace when she’s traveling for herself. Road trips are a particular favorite. “There’s something magical about long drives, good music, and watching the world change outside your window.”
Her ideal trip? A scenic drive through the Norwegian fjords, stopping for cinnamon buns in a quiet village café.
Food, she insists, is the key to understanding any culture. “You can tell so much about a place by what’s on the table,” she says. “Some of my best memories are tied to meals - fresh seafood in Sweden, late-night ramen in Tokyo, or even just a perfect cup of coffee somewhere unexpected.
“Wherever it is, I think the condition is you need to feel you are coming back a little different from the person who left. That’s the challenge that makes every trip exciting.”