HOLA!

I’m Alejandra, a Creative Director and Director working across fashion, beauty, luxury, culture and film — from the first thought to the final frame.

Born in Mexico City, creatively raised in New York. My brain lives somewhere between concept, instinct, storytelling and a slightly unreasonable obsession with making things look beautiful.

I’ve been lucky to create alongside some of the best eyes in the business — Steven Meisel, Steven Klein, Mikael Jansson, Craig McDean, Cass Bird, Mario Sorrenti, Gordon von Steiner, Lachlan Bailey, Todd Field and more. Somewhere along the way, a film I co-created with Matt Pizzano, Becoming: Bradley Theodore, was selected by Robert De Niro to premiere at Tribeca.

After years of making things, I’ve learned that creative direction is mostly about one thing: knowing what belongs — and what doesn’t.

Especially now.

I love AI. It makes us faster, smarter and infinitely more experimental. But it still needs an eye. It can generate almost anything. It can’t generate taste.

Knowing what feels right, relevant and unexpected — and, maybe most importantly, knowing when to stop.

The tools will keep changing.
Taste is still the job.