Alex Beer, born 1979 in London, Great Britain, was always a high achiever in his youth, applying the same enthusiasm to anything he put his mind to. It was only when he entered a modelling competition, judged by Vivienne Westwood that a whole new world opened up for him. Alex, as a result was signed to a top british modelling agency where he worked all over the world on various campaigns and high end fashion editorials but he was soon to learn his true passion lay behind the camera.

"I was always intrigued by the photographer's vision, why they decided on the components of the story at hand, telling it through various compositions, lighting and subject expression. To me, a photograph is a small window to a world that only exists for that moment in time and the images are then a reminder of that world."

Alex decided that he wanted to focus more on the creative process behind the image, began to self-teach the art of photography and bought his first ever professional camera. Each subject is tackled with a directional approach, where details are carefully thought out in order to tell the story how he envisages it.

"I strive to bring the imagery in my mind to life and although I want to attain the 'perfect image' I see imperfection as perfection as it is often less contrived."

One of Alex's main passions is the art of tattooing combined with photography, shot in portrait form. "I like the spontaneity which this cinematic style of shooting offers as you never know what personality someone can bring on the day and by not deliberating too much I feel the best images can be formed."

His approach is to depict the way in which each person wears their art on their bodies, capturing each subject's individuality. "I find it a privilege and an honour to be invited into that person's life for that moment in time and in return I aim to give them something to treasure through my art."

His first ever commissioned piece was for Sang Bleu, a high-end editorial/portrait, coffee table style publication which is tattoo illustrated. Although Alex treats every project with sincere professionalism he primarily loves what he does. "It is important for me to maintain the same energy, enthusiasm and momentum on a shoot as I have in life as these have always proved to be the best ingredients towards creating the final result." The ability to 'shoot outside the box' keeps his style unique and special, making that short-lived love affair worthwhile. Publications so far include: Sang Bleu, Refresh Magazine, Nico Didonna A/W 2009 Advertorial.