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Alexa Singer is a fashion, lifestyle and beauty photographer who lives with her family and dogs in Cape Town, South Africa. She has already worked for renowned manufacturers, brands and magazines such as Nivea, Renault, Captain Cook, Marie Claire and Elle. She was recently added to the list of the world’s 200 best photographers in the Lürzer’s Archive 2012/2013.
Alexa Singer is an expert in advertising and models. After all, she herself stood in front of the camera to model for cosmetic and fashion brands in the 1980s and appeared on the title pages of Vogue, Cosmopolitan and Glamour 16 times.
Interview in relation to the Hansgrohe calender ‘A Sense of Water’
During the 80s, you worked very successfully as a model. Why did you decide to change sides and step behind the camera?
To be honest, I hated modelling as I felt that too much attention was paid to what I looked like. It’s more in my character to put others in the spotlight and make them look beautiful. I also find it far less stressful and punishing to manage things from behind the camera than to pose in front of the lens.
What did you think when the Hansgrohe team asked you to shoot the new Hansgrohe calendar?
When I started the Hansgrohe calendar project, I was extremely excited as I’d never worked on the creation of a calendar before. The chance to enjoy photographic freedom was a wonderful experience for me, as this is rare in our business.
In your pictures you created fusion between showers, water, people and landscapes. To what extent was this photo shoot a real challenge for you and your team?
The most challenging part was going over rough terrain with a water truck in tow and finding water for the pictures between two deserts.
What did you consider when choosing the models for the Hansgrohe calendar?
I liked the idea of using black models as it suited Africa better. After all, I saw it as an African project, although one which was supported and initiated by Germans.
Namibia offered the backdrops for the pictures. Why did you choose this country?
The Namibian landscapes speak for themselves. It was fascinating to shoot places to which few people had ever travelled, for example for the photos at the Epupa Falls on the border of Angola with crocodiles in the water. That really was great fun.
What is special about your pictures? Which pictorial language do you use?
I love bringing nature into my pictures as it’s the most beautiful thing we have in life. I appreciate it and get a great deal of inspiration and hope from it.
hansgrohe.com
