IN CONVERSATION WITH
ALEX CUNHA

interview by MAREK BARTEK

With a career spanning over two decades, Alex Cunha is one of fashion’s most desired models. From being scouted on the bus at the age of 16 to working with legends like Vivienne Westwood, Giorgio Armani and John Galliano. Alex is a proof how consistency, true dedication and doing what you love can build a long lasting and fulfilling career.

You began your modelling career at just 16 years old. Can you share more about how you were discovered and what those early days in the industry were like for you?

I was discovered on the bus coming back from school. A girl that was already a model called me to pass by her agency, which was near by the place we were. She said that the owner would like me. I didn’t go, but the same situation happened again another day on that same bus coming back from school — another model from the same agency told me the same thing.

I gave it a go and from that agency I was introduced to the industry. The early days felt very adventurous. After all, leaving home to live abroad is always an enriching experience. I went to Milan, Paris and London for the shows, and at that time there was no smart phones. We used to go to the agency to get printed the paper with the address and plan the appointments throughout the day, phone cards to call the family, and a vibrant social life going to the parks and around the city, meeting new friends, and enjoying the paths that were being opened for me.

You've had the opportunity to walk for some of the most prestigious fashion houses like Valentino, John Galliano, Vivienne Westwood or Giorgio Armani. Is there a particular runway show or designer collaboration that holds a special place in your heart, and why?

Giorgio Armani is the designer that I have done most shows and campaigns for. He means a lot to me and to my career. He is the grandmaster that loves what he does and it’s very special to see him working. Always present and attentive to the details. John Galliano was definitely the show where we had the most fun! The makeup was amazing and the show looked like a dream. Galliano himself was also always there very excited, encouraging us before we walked the runway. “Rock it”, or: “Do whatever you want”, he would say. Also the remarkable shows done by Thom Browne — super interesting designs for his brand and beautiful shows done with Moncler. At the end closing Chanel Haute Couture in the Grand Palais with Karl Lagerfeld has a special place in my heart, too.

top ACNE STUDIOS
trousers ANN DEMEULEMEESTER

Be that Milan, Paris, London or New York, over the years you’ve grown to be one of the most requested models for fashion weeks. Can you walk us through your preparation process for these events? How do you balance the physical and mental demands of such busy schedule?

The preparation for the shows was mostly mental. Maintaining exercises and a diet is not easy but doable. The hardest part is to deal with our own fears. To deal with being rejected and being in that environment where everyone compares you to the others. This is the tricky part, to keep your mind focused and positive throughout the season. It’s a practice of self love and gratitude that can beat the anxiety caused by that environment.

You've been featured in numerous high-profile campaigns and editorials. Looking back, is there one which feels like a turning point in your career, and what made it so significant to you?

There were definitely some turning points. The first one was when I got Botega Venetta. This was the campaign that opened a lot of possibilities for me. Later Calvin Klein for a couple of seasons, Lacoste Underwear contract, and the many campaigns for Armani and Cartier consolidated my carrier. At last, working with Tom Ford, and modelling for his cosmetics and main line was significant and special.

I once read it’s easier to become an Olympian athlete than a successful model. Having worked with a diverse range of photographers and fashion brands, what do you believe are the key qualities that make a model successful and stand out in such a competitive industry?

There are many different reasons why a model can be successful. And this is because a model's success comes from their unique ability to be themselves. The ones that can understand that together with a strong identity of self respect and love have the potential to have a long career. Patience and perseverance are also qualities welcomed in the long run.

Your consistent work with e-commerce giants like Lacoste, Hugo Boss, and Massimo Dutti speaks to your versatility and appeal. How do you approach maintaining your relevance and adaptability in the ever-changing fashion landscape?

I guess I maintain this relevance doing every job as if it was the most important. Doesn’t matter if it is an e-commerce or a campaign, I try to keep the same energy and attention to the job. I will always put myself present for that moment. I guess when we are working presently we deliver our best. So this is what I try to do every time.

Transitioning from the Top 50 male models ranking to the Top Icons and Sexiest Men on models.com is a remarkable achievement. How do you perceive these acknowledgements, and in what ways have they impacted your career and personal brand?

Models.com was the first website to follow the models carriers. With the time they developed an opinion former platform with the lists that I’m proud to be on. It’s a respectable research hub of fashion news and professionals that the entire market relies on. I believe that it influenced my career positively by expanding the reach of the clients that I have worked with all around the world.

Beyond your successful modelling career, do you have other passions or projects that you're currently pursuing or interested in exploring in the future? How do these interests complement or differ from your work in fashion?

Besides modelling there are six different businesses that I have invested in and a real estate company in Brazil. I'm working with those projects and expecting them to get successful. They are in different sectors as services industry, technology and agriculture. The business side complements well with modelling filling my days with activities when I am not shooting.

For aspiring models looking to break into the industry and achieve longevity like you have, what advice would you offer? Are there specific lessons or experiences from your own career that you believe are crucial for new models to understand?

Self-love and self-respect. Stay true to yourself. Resilience. Patience and Professionalism. Don’t compare yourself to the others, you are unique.

With two decades in the modelling industry, staying motivated and inspired can be challenging. What drives your passion for modelling, and how do you hope your career develops further in coming years?

I love what I do. I love meeting new people and traveling. I guess when we do things with pleasure we do it better. So I try to be grateful for every job that comes because it gives me energy to keep doing everything with pleasure. I am also grateful for all the experiences and the possibilities of life that this profession allowed me to live. My motivation comes from my gratefulness, and I hope to continue working steadily with the major fashion clients around the world.

TEAM CREDITS:
talent ALEX CUNHA
photography and creative direction ZHIYU QU
styling KARA ERWIN
hair KAZUTO SHIMOMURA
makeup MIGUEL LLEDO at SEE MANAGEMENT
photography assistant XIAOPENG ZHAN
styling assistant MAX GONCHAROV
producer ZHIYU QU and DEREK MURDOCK
production ROCK MANAGEMENT
editor-in-chief TIMOTEJ LETONJA
interview MAREK BARTEK