Deliberately breaking with conventions—this intention runs like a common thread through the work of Elfie Semotan. In her exhibition at the Francisco Carolinum Linz, Semotan is showing a crosssection of her work. In her pictures spanning around 50 years, she repeatedly seeks to depict something beyond the the classic photography of the time. In addition to Semotan’s fashion photographs, the exhibition and book also show her still lifes, portraits and staged free works. Essential to her work are her deep friendships with artists and designers, which made it possible for her to work according to her own artistic criteria in the fashion and advertising industry.