HOLA!

I'm Alejandra, a Creative Director and Director working across luxury, culture, fashion, beauty and film.

Born in Mexico City, creatively raised in New York, and shaped by living around the world. My references don't always speak the same language. I like it that way.

I BUILD IDEAS INTO WORLDS. THE STORY LEADS. THE WORLD FOLLOWS.

For me, everything starts with an idea. Then we tell the story. And then comes the fun part: building its universe through film, photography, design or experiences. Whatever the story demands.

Along the way, I've been lucky enough to collaborate with some extraordinary creative minds, including Steven Meisel, Steven Klein, Mikael Jansson, Craig McDean, Lacey Studio, Cass Bird, Mario Sorrenti, Gordon von Steiner, Lachlan Bailey and Todd Field. My film Becoming: Bradley Theodore, co-created with Matt Pizzano, was selected by Robert De Niro to premiere at Tribeca.

After all these years, I still find it ridiculous that we get to imagine things that don't exist and then make them happen. I take that privilege seriously. The playing part, too.

And yes, I love AI. A thousand images before lunch is impressive. Knowing which one is worth looking at? That's another story.

THE TOOLS WILL KEEP CHANGING. TASTE IS STILL THE JOB.