With 30-inch hair, razor-sharp nails and a sensational sashay, Swedish make-up artist Daniel Sällström is every bit the perfect blonde bombshell. After collaborating with director Isaac Lock on Fashion Disciples: Black, he returns in this provocative project to celebrate his siren alter ego, Innitbabes.

Everybody’s Type challenges the viewer’s understanding of beauty and picks away at the femme/masculine tropes that govern the rules of attraction. 

“The gender binary is a trap that harms everyone,” says London-based Locke. “It's conceived to perpetuate the economic inequality that underlies our culture. Daniel plays with these archetypes and questions the limits that binaries put on people’s potential fullness.” 

As the camera floats over heels, pec muscles, eyelashes and an untucked package, spellbound male voiceovers dissect the ineffable allure of Sällström’s scarlet-lipped femme fatale. 

“What I find beautiful is when people manage to—despite the unfairly stacked obstacles of race, sex, economic standing and body type—fully possess themselves and express it openly,” says Lock. “Although it’s not always easy, Daniel lives according to his own rules and expresses himself as he wishes, avoiding the traps of labels and limitations.” 

“This might sound clichéd,” Lock continues, “but there is a potential for extreme beauty in every single person on the planet. It becomes apparent when that person feels free, safe, and confident to be their whole selves.”