
01-24-2025 - Case Study
Alex Gaar Is a Fashion Cinematographer who Finds Story in the Abstract
By: Yaroslav Altunin
Fashion has been an important aspect of self-expression ever since ancient Rome. As trends have changed through the ages, so has the medium with which we share those trends. A decade ago, magazine covers showcased what was hot for the upcoming season, and the fashion photographers who created them became legends.
In the past few years, this practice has evolved. Once an industry expressed with only photography, the addition of film and video have now allowed for a new way to showcase fashion.
It is in this space that Alex Gaar, a Mexico City-based director and cinematographer, thrives. He crafts cinematic versions of magazine covers and music-inspired fashion films that do more than show off trends, they tell the story of the clothes we wear.
Sony Cine spoke with Gaar to find out more about this new world of fashion, what drives his creative expression, and how the Sony Cinema Line became his go to camera ecosystem.
Exploring The World of Fashion Cinematography
Inspired by his mother and grandmother, Gaar had always know he wanted to work in fashion. To get there, he first made a name for himself working on music videos which eventually led to a request from a friend to work on a project that would change his artistic trajectory.
"I always knew that I wanted to work in fashion,” Gaar said. “I just didn't know which way to go to do it or didn't have the contacts at the time. But it was always on my mind that that was my goal.”
“One day, a very close friend, who is a very well-known model here in Mexico, invited me to do a video with him for a magazine, but he never told me which one was it. And surprisingly, it was Vogue.”
From there, Gaar’s work shifted entirely to fashion, where he explores the texture and story of clothes through moving images. He does this by combining his experience with music videos with the visual language of cinema, creating a blend of the two.
“I'm deeply inspired by cinema and art so most of my references come from that world,” Gaar shared. “And of course, it is about knowing the story. Whenever I have the chance to talk with clients and discuss how the image is going to be, the creative direction of everything, I do like to know their story. Each project has its own voice.”

This collaboration is what initially drives each project. But what makes Gaar’s work such a standout is the vast experience he brings not only from his work with music videos, but from his creative expression as a musician.
“It's very collaborative,” Gaar continued. “And aside from that, I'm a musician. I get to, not only use my experience from music videos, but also integrate this creative power of mine in my fashion videos.”
The layers of Gaar’s work don’t stop there. For him, lighting is a crucial element. He makes sure to mimic the lighting of photographers he’s working with but also to imbue it with his own style that he has pulled from cinema. As lighting is used to tell stories within movies, it also tells a story within Gaar’s work.
“Light, for me, is a fundamental tool in my work because I believe it’s used to define how a story is told,” Gaar explained. “Every decision I make regarding lighting has a clear purpose—whether it’s to highlight the textures of a garment, create a specific atmosphere, or enhance the expressiveness of the talent.”
“Before every shoot, I dedicate time to planning every detail related to light. I consider how it will interact with the materials of the clothing, how it will shape forms, and how it will influence the visual narrative. I care not only about how the scene will look but also about how it will make the audience feel.”

Leveraging the Sony Cinema Line
To achieve his creative looks, Gaar has chosen the Sony FX3 and FX6 as his main tools. The combination of features and form factor allows the cinematographer to balance time and budget while crafting stunning images.
"Mainly, my go to camera is the FX3,” Gaar said. “You can be more agile on set, and sometimes in fashion, you don’t have too much time. You have to be super quick. Everything is a rush all the time.”
“When I operate, everything is handheld and I usually work with cinema lenses,” Gaar continued. “And with S-Cinetone, it makes it easier for me to see everything while I’m filming. Then afterward, I don’t have to edit so much because the color is already beautiful.”
Using S-Cinetone allows for a project to turn around faster while maintaining a focus on the creative. However, Gaar normally chooses S-Log3 due to its dynamic range. But when time allows, the FX6 becomes Gaar’s next choice.
“When I have a bigger team and we have time to plan I definitely work with the FX6,” Gaar said. “The ND filters make me feel secure on set. Sometimes I have to use natural lighting as a resource because it's necessary for a location.”
“Here in Mexico City, it's very common to work on location. Also, in studios of course, but because we have so many amazing places, that's how you get the chance to shoot really cool places. Having that technical aspect in [the FX6], it makes me feel very secure.”

Discovering the Colors, Textures, and Shapes of Fashion
Gaar is a creative who thrives in his medium. For him, this work isn’t a steppingstone to other endeavors. This is his world, and he has chosen to be its ambassador.
“I'm passionate about my work in the fashion industry because it’s a space where colors, textures, and shapes become tools to tell stories,” Gaar shared. “Every project represents an opportunity to experiment with new ways of conveying emotions and concepts through visuals. It’s a dynamic and ever-evolving world where I can fully explore my creativity.”
And it is with the Sony Cinema Line that he continues evolving and growing in the world of fashion. Whether it’s a shoot for Shakira, Vogue, or the Met Gala, Gaar and Sony are creative partners.
“Although it’s the place I’ve always wanted to be, I know I still have much to learn,” Gaar said. “Fashion is an infinite terrain of possibilities, and every step I take fills me with excitement and curiosity for what’s to come. This journey not only allows me to grow as a director and cinematographer but also as an artist, making it even more meaningful to me.”
To see more of Gaar’s work, you can find him on fashion shoots in Mexico City and New York, or on his instagram @imalexgaar.
To dive into the FX6's menus, check out this article: A guide to the Sony FX6 menu
