Shelly D'Inferno Interview

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PEAK photography. Outfit by Heavenly Inferno. 


Shelly d'Inferno is originally from Sweden and is now a UK-based alternative model and photographer. She is also the designer of Heavenly Inferno. She was featured on the cover of Bizarre Magazine #197.


Sinical Magazine: Can you tell us a little about your background?

Shelly d'Inferno: I'm Shelly, a 23 year old born in Stockholm, Sweden. I've been living in the city of action, London, for more than 3 years now. As I teen I was very interested in clothing designing, modeling and photography and started building my portfolio with friends at 17. When I moved to London I took it to the next level and started wokring parttime with my hobbies as a designer, model and makeup artist. I'd like to describe myself as an old wise soul, in a young active body, with the heart of a mother and the wild mind of a child!

Sinical Magazine: What was the first alternative or fetish magazine you came across?

Shelly d'Inferno: That was Bizarre Magazine, back in the day when it was a bit more hardcore fetish. I was visiting a tattoo studio and had a look at a Bizarre Magazine. I wasn't involved as much in the scene then so I was shocked and intrigued by the content of it! Who wouldve thought I'd be gracing their cover years later!


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Photo by Karl Shaw. Outfit by Heavenly Inferno. 


Sinical Magazine: How did you become an alternative model?

Shelly d'Inferno: I've always been very creative with looks and how to live life. When I was 15 I got into the rave scene, and started sewing my own clothes. Then I became some sort of hippie who slept on a hill and danced around fires. After that I decided I wanted to try street-art and urban exploration and I changed into an electro/drum and bass kid who wore baggy jeans.. Then finally at 18 I discovered rock n roll and wild partying, and to some extent, thats where I've been stuck more or less! Anyhow, my portfolio is full of different looks and styles, I think I'm just a kind of person who wants to try everything. And the ordinary was never an option. :)

Sinical Magazine: What are your measurements?

Shelly d'Inferno: I'm 5' 9", 31" bust, 24" waist and 31" hips!


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Photo by Silje Lingås

Sinical Magazine: What was the most interesting thing that has happened during a photo shoot?

Shelly d'Inferno: Haha it must have been when I was in a jaccuzi and had to balance my bum on a bucket so it would look like I was floating. An assistant also had to to hold up my head at the same time while I was trying to get the pose EXACTLY the same as the painting Ophelia by John Everett Millais..It was a challenge! But turned out great and was published in Disorder magazine!

Sinical Magazine: Who are some photographers you've worked with and who are some you would like to work with?

Shelly d'Inferno: James Ellis aka Codeine Dream Photography, Barrington Grant, Katie Vice.. Red Sky Photography and Greg Buyalos are two I recommend in the US! If I could pick a photographer to work with it would be David Lachapelle for sure!


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Photo by Silje Lingås


Sinical Magazine: Can you tell us about your clothing brand: Heavenly Inferno?

Shelly d'Inferno: Heavenly Inferno came to life 2008-2009 when I was 19, I started customizing & making things more and more while I was studying fashion design. Buying and collecting things I found cheap or got given so I could remake into something new. It was when the punk/rock scene had awoken my interest. I discovered these type of clothes were what I really enjoyed making, and I wanted to start branding my creations something. Even though Heavenly Inferno is never supposed to be stuck in one style, most of the designs I make lean to punk-rock in one way or another.

The name Heavenly Inferno comes from one of my favorite songs from a Norwegian demo band called Shellyz Raven. I like how it’s got the word Heavenly that can stand for my more clean designs while Inferno stand for the dirty rock n roll crazier  pieces

Sinical Magazine: Who are some of your favorite designers?

Shelly d'Inferno: I dont really keep updated on designers work, which is weird as its such a big interest of mine, but im more focused on the 'creating' bit than seeing other peoples work. Sometimes I dont even wanna look through too much as I want all my inspiration to come from my own mind. But I like Balmain and Skin Grafts older work!


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Photo by Nicholas Ainsley Photography


Sinical Magazine: What type of music do you listen to?

Shelly d'Inferno: Wow, everything! My flatmates sometimes asks me if its the same person living in my room. One second I will be shouting to Killing Joke, the next I'm waltzing to Leonard Cohen. Or I could be spazzing out to Prodigy or chilling with Tupac. I've picked up a bit of everything through my years, as I have with different clothing!

Sinical Magazine: What is the alt/fetish scene like in your city?

Shelly d'Inferno: It's great! Alot of things going on all the time, huge alternative scene which leaves great opportiunities to get your work out there and succeed. Thats exactly what I wanted when I moved from Sweden, action! Fast pace and always events happening. London is the best city, and it connects people from all of the world!


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Photo by Silje Lingås



Sinical Magazine: Where can Sinical readers see more of your work?

Shelly d'Inferno:

Visit my Facebook page where I post all my updates!
Or for smaller updates like what my bogeys look like roll over to Twitter

Shelly d'Inferno
Seamstress | Model | Photographer
Make-up Artist | Stylist


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