Alex Rosenkreuz

Fashion Photography, 90s Supermodel Aesthetics
& Visual Storytelling

Los Angeles fashion photographer Alex Rosenkreuz
approaches photography through emotion,
storytelling and the timeless aesthetics
of 1990s supermodel fashion.

Having grown up in Bulgaria and Germany before
moving to the United States at the age of seven,
Rosenkreuz developed a creative background
in filmmaking and journalism.

His transition into fashion photography began
unexpectedly. An interest in wedding and engagement
photography led to his first model shoot,
opening the door to a new creative direction.

Describing his photographic style as
“90’s supermodel chic”, Rosenkreuz emphasizes
natural light, expressive models and
authentic moments over technical perfection.

In this interview with LIONS Art Magazine,
Alex Rosenkreuz discusses his photographic
influences, his approach to working with models,
the importance of emotion and his passion
for creative visual storytelling.

Photography is about story-telling
and affecting an audience.

Fashion and model photography by Alex Rosenkreuz

THE INTERVIEW

Which place do you call home?

I feel super blessed to live in LA.

Are you self taught or schooled?

Self-taught. Every shoot is a new learning
experience if you have the right mindset

How did you get into photography?

I got engaged and became obsessed with
wedding/engagement photography.
I bought a ton of gear and my fiancé’s cousin
needed some modeling shots.
We did that one shoot and that launched
my entire fashion photography career.
It’s been a phenomenal journey –
loving every minute of it, and it and
super-ceded anything I could have
planned for myself.

“Follow your bliss” ~Oprah

How long have you been a photographer?

Funny story – as of this year.
I feel very fortunate to have this level
of success so quickly after purchasing
my very first DSLR.

Fashion photographer Alex Rosenkreuz model editorial

As you look through the viewfinder,
what is the most critical moment
in capturing your image?

Emotion… and then maybe light.

How would you describe your style?

90’s supermodel chic.

What do you think makes a truly memorable photo?

Emotion and imperfection.
People don’t get moved by a perfect capture,
they get moved by a moment in time.

“I’d rather be moved by something
than impressed by something” ~ Nate Ruess.

90s inspired fashion model photography by Alex Rosenkreuz

We know each of us has someone or something
that inspires our life and work.
Can you tell us the true basis of your inspiration?

Lucas Passmore.
His work changed my life and inspired
me to get into fashion photography…
and, as a sidenote, he’s a pretty
awesome person.

What does fashion mean to you?

A timeless lifestyle moment
filled with emotion and imperfection.

What’s the craziest/funniest thing
that ever happened in one of your shoots?

Typically every shoot has unexpected
things that happen that always make
the shoot better than initially intended.

Summery, fun, beach shoot that was
all about movement and getting wet…
the model showed up with a bandaged leg,
it was overcast and drizzling,
she didn’t want to move or get wet,
and then stepped on a bee which ended
the shoot way sooner than excepted…
still ended up being an amazing shoot.
Grateful for all of it and
we still got published.

Fashion and lifestyle photography by Alex Rosenkreuz

What photographers from the past or present
have influenced you the most?

Lucas Passmore, David Bellemere,
Zoey Grossman, Guy Aroch, Bruce Webber,
Dan Martensen, Will Davidson…

What has been your favorite photo location or session?

Anywhere I’ve never shot before.
I love the not-knowing and the surprise
and pushing myself out of my comfort zone.

What type of cameras do you shoot with?

Typically with one of my Canon 6D’s.

If you had to choose one lens
which one would it be and why?

My 85mm. It’s fast and sharp and
I love how it makes the surroundings
almost insignificant.

Do you prefer flash or daylight?

I love the natural daylight look.
For night shoots, I’ll do basic flash.
Not a fan of the classic 3-strobe
light studio setup look.

What is your favorite photography accessory,
other than your camera?

My ipad which is use to store
some of my inspirations at times.
It fires me up for my shoots.

How important is Photoshop in your final images?

UGH! Photoshop is typically inevitable
especially for retouching and fine color tweaks.

Model photography and natural light by Alex Rosenkreuz

How important is a website
and social media for your business?

Website is like my business card,
but I rarely update it.

Much of my newer work goes to my Instagram.
Social media and word of mouth are the
main ways I’ve built up my business/clients.

Do you listen to music while doing your shooting?
If so, what are you playing right now?

If possible, yes – because I love how
it sets the mood and loosens everything up.
But most of my shoots are outdoors
on location, so typically no.

I do play music while I edit though –
usually dance music.
Whatever is currently on my Pandora
at the moment.
95% of my photography time is just editing –
argh! So the music better be good and upbeat.

Contemporary fashion photography by Alex Rosenkreuz

What advice do you have for somebody
who wants to pursue photography?

Have a voice that is specifically your own
and hone in on that.
Don’t try to be generic or do what
other people are doing because that’s
the fastest path to mediocrity.