I love how you can just tell by looking at this new Alexa Demie photoshoot that it was done by Petra Collins

I love how you can just tell by looking at this new Alexa Demie photoshoot that it was done by Petra Collins, who literally created the signature Euphoria aesthetic before getting fired from the show. Petra did an interview back in 2023 and said that the reason she came out to LA was because Sam Levinson found her work and wanted to create a show based off of it and wanted her to be involved with it. She started working as a director on Euphoria and helped build the whole world of the show from the casting to the aesthetic, but she said that last minute she was fired because she was too young, which I don't really understand because I'm assuming she was talking about 2018, which is when she was 25 years old, and if the talent was there, I don't understand why she couldn't have been a part of the project, but I don't know. In the interview, she said that she just accepted this and moved on, but then a year later was shocked because she walked outside and saw a billboard for Euphoria that looked very similar to her work. That early aesthetic of Euphoria obviously ended up becoming really popular and Petra said that she even had to change her style of photography because of this, but it's definitely remained very dreamlike and feminine. She has been behind so many of my favorite visuals from the pop girls like Selena Gomez's Fetish, Olivia Rodrigo's Good 4 U and more recently Rosalia's Focu'Ranni. She's worked with Alexa Demie for multiple projects like her 2021 photo book Fairy Tales and this brand new photo shoot with ID Magazine which features Alexa and her sisters. I just love when I see a visual directed by her, like you know she is going to eat every single time.