Alex Rosenkreuz (‘rosen-cruz’) is an LA fashion photographer.  He grew up in Bulgaria and Germany and then moved to the U.S. when he was 7.  He has a background in filmmaking and journalism.

“Photography is about story-telling and affecting an audience.”


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.


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.


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.


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.


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.


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.

What lies ahead for you?

Currently working on a SS16 lookbook I just shot and doing more of what I love.








Website: alexrosenkreuzphotography

Instagram: alexrosenkreuzphotography







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