Alex Barredo brings out Spring with JLUXLABEL collection

Throughout his esteemed career as a photographer, Canada’s Alex Barredo has worked on many prolific projects. Whether taking portraits of famous individuals such as former first daughter Ivanka Trump and Vancouver-based billionaire Joo Kim, working on architectural photography for award-winning luxury home design firm VictorEric, or shooting promotional fashion campaigns as the in-house photographer for JLUXLABEL, Barredo feels an immense sense of satisfaction. Knowing that his work has helped develop various brands and careers, contributed to the growth and sales of various companies, all while creating art and doing what he loves – for him, it is a feeling like no other.

Barredo is highly adaptable in his style, able to take on whatever a project or client requires of him. His work with JLUXLABEL shows just how versatile he can be, taking on major national projects like their 2021 collaboration with Nordstrom to awareness campaigns such as their recent International Women’s Day promotion, all of which require a different outlook while still reflecting the JLUXLABEL brand.

“Promotional campaigns are the biggest test for a photographer. It’s the collaboration between photographer and creative director of a brand that is the real challenge. It takes all your experience and artistic ability to bring together a vision that may only be in a directors’ mind. It’s like creating magic once you’re on location,” he said.

For Barredo, working at JLUXLABEL has been the highlight of his career. He took a leap of faith leaving Canada and moving to Los Angeles to start a career there as their in-house photographer. 

“They are a major brand and work with some big influencers and celebrities and have really challenged me in every way possible which has helped me grow to where I am today. It’s a great brand that focuses on classic designs for the everyday woman. I feel they bring a very elegant but empowering style to every walk of life. It can be worn on a day off to the beach all the way to a power meeting with some CEOS. The brand does it all.”

Barredo has had many successes during his time at JLUXLABEL, but none were more successful than the 2021 Spring Florals Collection. The campaign generated sales of over USD$1.2 million and set a new milestone for how quickly a collection could sell out, taking a mere 5 days. It was photographed with model Ashleigh Rae with IMG MODELS and photographed by Barredo in Beverly Hills, California. 

“From the beginning when we were still picking fabrics and patterns, Alex and I had a plan for creating the campaign to be fresh and light. Alex is very artistic and we can bounce creative ideas off each other. His mindset is all about the trending fashions while still maintaining brand consistency. He is very welcoming to creative suggestions and goes above and beyond to accomplish the target inspiration. He really has an eye for fashion and his ability to blend the garments, models, and locations, with some beautiful light makes him a great asset to any shoot,” said Quyntin Newberne, Lead Designer of the Spring Florals shoot.

The Spring Florals 2021 campaign was the first shoot out of the studio for the year and Barredo wanted to bring out the lush gardens that were blooming at the time, giving people something to look forward to after a cold winter. He started by finding a location that could support this theme and then a model who could bring out that lifestyle. When it came time for the shoot, he was so prepared that everything felt easy, and his vast talent and experience resulted in some stunning imagery for the brand.

“Just being out on location at a beautiful garden in the Hollywood hills was a nice change of pace from shooting in the studio all winter. It was also a smaller team which gives you the ability to spend more time trying different things and getting more creative,” he said.

The success of Barredo’s shoot launched a yearly collection for JLUXLABEL that brought in great sales and traffic. Now, this talented photographer is looking forward to working with the company on many future campaigns, driving even greater results.