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Fashion Director

Born and raised in Barcelona, Alex has had a heartfelt love for fashion since childhood. Studying at universities in Barcelona, Paris, London, and New York City and working with a plethora of publications including  O, The Oprah Magazine , Fairchild's DNR, and WWD has  made him an expert and authority within the industry. Today, Alex also contributes to fashion direction and editorial for Rolling Stone, Variety, and The Robb Report on a regular basis. 


Contributor: Adam Katz Sinding

 Starting with a bit of a deeper question, how would you define your “own unique path”? 

My unique path is not to listen to anyone. I just try to find and listen to my own inner voice always and let that guide me. It's pure instinct. It is difficult to not care about what people think or to let go of fear, but for me, that idea to do the most scary thing is something very attractive. I have terrible days, of course, and I feel very insecure always, but I don’t let that stop me. 

This instinct, is that what initially drew you to the industry?

At a very early age, I could remember what everyone wore all the time all around me. I had clear ideas of what worked and what didn’t. But fashion and music magazines were, for me, the most amazing expression of culture. I went for fashion because it came so naturally to me.

I grew up in a very traditional and uptight environment. I went to La Salle Bonanova, an all-boys' Catholic school in Barcelona. I was just so different from them. I was bullied a lot in school, and I felt isolated. I had a large social life outside the school, but I felt the whole Barcelona experience to be super claustrophobic. I was lucky to be able to go abroad, and when I went to London at age 12, I had a “come to Jesus” moment and I saw my way out. The way people dressed, the music, the fashion was intoxicating. I spent a big part of my later teens and early twenties in London. Transformative is an understatement.

I went to FIT, but before I finished, I was headhunted by WWD.


That has to be an interesting story. How did WWD find you?

I was out at Beige at the Bowery Bar when I met this guy who worked at DNR, the men’s fashion magazine of WWD. We chatted, he liked what I was wearing, and told me to call him. I did. He set me up for an interview, and I got an assistant fashion job.

Those days were still the golden days. I was very young, and things seemed easier then.

London seems like it was a very special part of your journey. Why did you leave for New York? 

I moved to the USA because I met a New York City boy and I fell in love. I was super young, but I knew he was different. It turned out to be the best decision of my life. He is now my husband.

I would move back to London in a second for the right opportunity. London has a very cool edge that NYC lacks, and those London girls are hilarious. I grew up there for an important time in my life. Also, there is something special and unique about their production of culture and their backward way of doing things. I love it.

What have been some opportunities or maybe even challenges having worked as a Fashion Director in media over the years?

The career in media is totally different now than it was 25 years ago. I used to be bitter about how things used to be, but to be honest, I love the nonstop change and how content creation is also in nonstop flux. I don’t care that shows were more exclusive before anymore, at all. I like the democratization of this industry the most. This is giving me the most amazing sense of freedom.


As you've mentioned your own evoltuion over the years do you feel the industry has evolved as well? 

Yes, of course. This could be a long essay. In fact, I find this very difficult to answer. Now, the industry changes faster than ever, and especially after the pandemic, things have become more unpredictable. It is impossible to predict if hype will ever die, for example, or if raising the price of luxury goods to the max will ensure brand commitment, or if pushing fashion shows to become the ultimate entertainment audience expression will create a long-lasting fashion and brand message.

I think fashion is about taking risks, and if I say that my opinion of a collection or brand is not affected by everything else going on around it, I would be lying. For me, product is paramount still, but messaging is a close second.


As a mainstay in the fashion show circuit, any collections or particular shows that stand out? 

There are so many... shows, for me, are number one.

I loved the first Hedi Dior Homme show because it was amazing. All the Galliano or McQueen shows left me breathless. The Comme shows are always awesome to me. There was a Burberry show in London where Alison Moyet sang "Only You", and the looks from Christopher Bailey were amazing... and just kept on coming. I cried a lot that day.

Some of the Thom Browne shows have been magical, and there were a solid 10 years of Dries that I found transformative. The Paris shows of Raf Simons were also so, so cool, but Raf’s China Town Blade Runner New York show was one for the books. The last men's Rick Owens show I found to be so touching to me personally.

I could talk forever about shows. They are my most cherished memories by far.

Connect with Alex on Instagram



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