
Alexandra Cepeda
How did you get started in photography?
Cepeda did her Masters in Fashion, (in Barcelona) Styling and communication, and then she realized that she didn't like clothing as much as she thought. Instead she liked the people wearing the clothes and how they express themselves through clothing. At first she was working in the fashion industry as a stylist. Sometimes she saw the final result of the shoots she worked on, and thought: “ I wasn't, like, fully happy with it.So I started just doing everything myself, which was obviously a lot of work, but, at the end, I kinda understood that I'm actually I was actually really better at doing photos that actually just picking out the outfits.”
Her grandfather was also a fine artist and someone who inspired to get more involved with creative work. “ I found one of his really old canon cameras at home, one like before I moved to Barcelona and my mom was like, oh yeah, you should definitely keep it. So, I think just having that tool with me also like gave a little bit of like direction to, to the purpose of what I wanted or how I wanted to express myself.”
What was your first job as a photographer?
“So my first very random job as a photographer was, for, furniture shop back in Barranquilla. So my mom gave me this, like, really crappy digital camera when I was like 16. And she would always go to this place to look for, to look at the furniture they sold there… And once, the owner saw me with the camera, she's like, oh, you know how to take pictures? I was like, oh yeah, I'm really good. And he was like, oh, well, maybe you should help me with that catalog. And I helped him photograph some furniture, which I absolutely have no idea how to do. And I don't know, like, I don't even know how it turned out.
“On the other hand, my first photography job was, a friend of mine. He has a brand. He was like, doing a face wash to this streetwear brand he had, and now he was launching the new one. So he asked me to do the campaign for him. So I flew to Asturias, which obviously is another place that I've never been before, because I just had moved to Spain and we shot there, like in the rural and locations around around the studios.”
What are the biggest differences you have noticed or culture shock you have felt working in Europe vs Colombia?
“Like it's a parallel dimension.The spaces you inhabit are very different. The dynamics of the like, the whole, is that the society dynamics are very different.” Cepeda goes on to explain how the size in the cities, the people, the culture and the crimes shape the environment, drastically.
“So there's a lot happening. There's a lot of people just like minding their own business. Everyone's just like really, really fast paced. But at the same time, you got the that, third world magic on top, which is like, you have to do a lot of things, but it's also going to be really insecure. So, yeah, I just think like one of the biggest changes is just like being able to just walk around the street or just do your stuff, and they'll be worried about your personal belongings all the time.”
Cepeda goes on to explain her lack of freedom and constrictions as a creative in Colombia as she expresses her inability to explore and express her creativity without a feeling of fear or threats and violence. Barcelona and Europe as a whole made her feel much safer.
Would you ever move back to Colombia?
“No, I mean, I love Colombia, I love I love my country and I love my people, but I don't think I would ever, would ever go back just because I don't see myself like, I don't see where I could fit in right now with what I do and what- what I would like to do with my life.”
Who or what are your biggest influences?
Cepeda expresses her love for parts of photographers when she tries to explain her biggest influences have pieces to a whole of how she likes her work. For example Grant James Thomas, Cepeda loves his concepts, but not the way he photographs them. She would personally want juicer, warmer pictures with different lighting.
Cepeda is also very influenced by music and lyrics, she creates scenes and montages when listening to music. Cepeda cites that style and inspiration changes and mutates the way photographers evolve over time.

What is a project you made that was particularly memorable to you?
Cepeda laughs as she mentions the culture shock of being in Barcelona and everyone was glued to their phones, since in Colombia no one could take out their phone without fear of being robbed. In the sea of phones, she started stalking a guy on Facebook because she was inspired by his statement look or a prosthetic eye. Together they collaborate on a photoshoot inspired by the seas of phones.
What achievements or moments in your career are you most proud of?
“I think my biggest achievements are not here yet, but I was very happy when I got, this like big Adidas campaign job last year just because, like where I come from, it's like a big brand and it's something that you just look at it and it's like super out of your league, super unreachable.”
Cepeda goes on to say it might not be the greatest work she has ever done but it meant something to her. It was a milestone for her. And to be on a team full of great peak level creatives.
What are some of the biggest challenges you’ve faced in your career and how have you overcome them?
“So, just sometimes being too self-conscious about what I'm doing or about how others are gonna perceive me based on my work, is what has been the biggest challenge.” Cepeda says with constant consumption of others work is hard not to fall victim to envy and comparison. Consuming content but not getting trapped into it.
How do you define success for yourself, both personally and professionally? Has your definition of success changed over time?
A large part of it is that different cultures view success differently, between Americans and Europe so feeling successful is hard to define and recognise.
“I just think the ultimate hack of success is just being at peace with whatever you're doing. It doesn't really matter if you are going to live off of rent for your entire life, or if you can't afford getting a car, or if you are never going to have children. It doesn't really matter.”
Cepeda goes on to say being happy is important, not caring about the outside, and also the awareness that no one else knows what they are doing. They are figuring it out every step of the way.
If you started your career again today, what would you do differently?
Be less shy, Cepeda admits, although not a shy person in general. Push to make connections and even beyond just local creatives, to meet future connections and inspirations.
The second thing, Cepeda recommends is to not take yourself too seriously.
What brings you the most joy and fulfillment in your work as a photographer?
“Getting that fucking cash. No, I would say what brings me more joy? There are two things. Two levels normal person level, which is obviously getting to know new people and just making new connections, finding new like potential friends or even just people that you, can get to admire and just, follow up their career paths and stuff like that.
“That is on one side, on the other side, there is nothing better than getting your email back with your scans. That is absolute joy. It doesn't really matter if it's good or bad, but when you get the scans back, it's like, okay, this is great. This is an important moment and we're going to see what is the deal, what is out from my camera.
“So I think that's like probably my two favorite things”