Announcement of the End

Alexandra Potter: This Is It

After all these years, countless shoots, extraordinary outfits, and so many moments shared together, the time has come for me to say goodbye. This is my final video, which makes this shoot especially meaningful.

When I look back on this journey, I remember much more than the photographs and videos. I think about everything that happened behind the camera: the creative ideas, the spontaneous moments, the occasional challenges, and the trust that grew between us over the years. Every shoot had its own character and became part of a story that has accompanied me for a long time.

Fashion was never simply about clothing. It gave me the opportunity to step into different roles, explore new sides of myself, and help create something special. Some looks were elegant, others unusual or daring—but each one became a part of this remarkable journey.

That is why this final shoot feels like a fitting conclusion. Not because the memories will disappear, but because this chapter has now reached its final page. I am grateful for the time we shared, for the creativity, the patience, and the trust that made all of this possible. Most of all, I am grateful that so many wonderful moments were captured and will remain with us.

I also want to thank everyone who has watched, supported, and followed my work over the years. Knowing that these photographs and videos reached people and brought them enjoyment has meant more to me than I can properly express.

Now it is time for one final look, one final walk, and one final moment together in front of the camera.

Thank you for all these years.
Thank you for all the memories.
And thank you to everyone who became part of this journey.

One final outfit. One final walk. One final video.

This is it.