Agusta Yr, an Icelandic film director, model and digital artist better known by her Instagram moniker Ice Ice Baby Spice, describes her intention as a creator as trying to make a ‘world of pure imagination, like a Hot Girl Willy Wonka’.

Known for working behind the scenes with artists including The 1975, Nick Knight, Charles Jeffrey, Jeremy Scott and Yang Li, Miami raised, London based Yr has become revered online for her ‘off-the-wall’ videos, challenging beauty ideals and body image, mostly featuring herself transposed on to futuristic digital backgrounds. As well as her work as a digital artist and director, Yr last year signed with modelling agency No Agency New York, appearing in the 2019 Savage x Fenty runway show, and also has plans for a virtual chat show in the pipeline.