About

SHORT STORY LONG

It is a story as old as creativity herself – if you can’t find it anywhere, make your own. 

That is precisely how SWARM Mag was conceived – a few years back in the minds of two creative forces, Markéta and Kateřina, who were genuinely missing a solid art-focused Czech medium that would give a steady platform not only to emerging Czech creatives but also to the underrepresented Central and Eastern European art scene in general. And so the seeds were sown.

After collaborating together on their art academy theses and multiple subsequent editorials, perfecting the ropes of styling and creative direction in the process, they embarked on fashion design and backstage photography internships in London and, oh dear, was it a ride. As they soaked up endless inspiration, trade secrets, and a parade of canned soups accompanied by crisps, they had firmly arrived at the decision to create THE platform to host their own inaugural editorial, which would then serve as an exciting and beautifully crafted online space for underdog art showcasing and representation. 

The name, SWARM, was born in a run-down, rat- and cockroach-infested London sublet room in a shared queen-sized bed with a mattress still bearing the outlines of the previous tenants. Luckily, this was not a foreshadowing of ominous events as the plan took off quite smoothly. Maybe apart from a few initial hurdles. Like the year it took to get the website designed and up and running while persuading at least three web programmers to finish the job, including one who decided to flee to the woods to heal from a mental breakdown. Or people getting mad because the first editorial featuring their work was eight months delayed thanks to the aforementioned web launch troubles. And some other minor inconveniences.

But SWARM took flight after all. And the founding mothers’ enthusiasm and clear and captivating vision have naturally drawn other, similarly inclined creatives, towards SWARM. That resulted in our present-day seven-headed editorial team that also reflects one core SWARM value: breaking the narrative of hyper-individualism institutionally instilled in art school students – by creating (in) a collective. Right now, SWARM thrives because of the personal, welcoming and hands-on attitude to artists we approach and who approach us, non-hieratical structure and co-curation of the content and, last but not least, the sheer love of all the editorial board members for our shared enterprise. 

If you have read this far, we are honoured and excited to have you on this reckless, uncharted, passionate and, frankly, bonkers journey with us.

Yours with warmth, the SWARM team