Meet Alexandra Morozova
Meet Alexandra Morozova, a multi-faceted artist whose journey transcends the boundaries of design, photography, and creative direction.
With a foundation laid at the British Higher School of Art and Design in Moscow, Alexandra's artistic evolution has been nothing short of remarkable. From her early days as a graphic and creative designer to her profound exploration of photography in Switzerland, her work is a testament to a relentless pursuit of artistic expression. Alexandra's artistry is deeply rooted in her childhood experiences and a lifelong dedication to visual context, seamlessly blending classical art with the rapid pace of modern social media. Her unique ability to transform the mundane into the extraordinary, through a lens of classical techniques and conceptual imagery, invites viewers into a world where every detail holds a narrative waiting to be uncovered. Alexandra's work is experiential, delving into the depths of human emotion and the beauty of everyday objects, reimagined as pieces of art.
How do you think your personal journey and experiences have unconsciously steered your photographic style?
A.M: At the age of 5, my mother introduced me to the world of art by enrolling me in a drawing class, and by 7, I had attended an Art School. Later on, I initially pursued studies in Interior Design before transitioning to specialize in Graphic Design. Throughout my life, I've remained committed to my craft, exclusively working within my field or closely related areas. I immerse myself in the study of contemporary art, architecture, and cinematography, while also delving into the depths of history and human endeavor. I've dedicated my entire life to immersing myself in visual context. I'm so overwhelmed by it all that at some point, images and pictures began pouring out of me like water from an overflowing jug.vToday, I use all my experience and interests in creating my works. I combine canonical images of classical art with the modern world of social media and fast content.
In your perspective, how does the mundane transform into a subject worthy of artistic exploration through a lens?
A.M: In my works, I enjoy using classical techniques as a means of transforming ordinary objects into pieces of art. Very often, I incorporate pearls into my creations. I like to imagine them as if they were mold or some sort of "disease of art" covering objects, causing them to cease being just objects and becoming works of art. In this case, I use photography just as a means of capturing this moment.
Can you describe the process of weaving a narrative or emotion into your still-life compositions?
A.M: Most often, my still lifes feature hands, which add narrative and dynamics. It's as if the viewer catches the still life in the moment of its arrangement and sees behind the scenes. I also love placing still-life compositions in unconventional settings: whether it's on a wooden surface or submerged underwater, left in the open for birds to gather around, or simply arranged amidst a field of flowers.
In what ways do cultural and global experiences infiltrate and shape your artistic vision?
A.M: I have a deep admiration for global culture in all its forms, and I feel like I spend a lot of time consuming it. Naturally, this has a significant impact on both me and my creative work. I don't create impulsively or follow fleeting trends of the moment. But I try to extract from contemporary life some common trends that can be used for a long time.
How do other art forms influence your photographic practice?
A.M: On one hand, I engage in Fine Art Photography, drawing techniques, and inspiration from it. This aspect also intertwines with my interest in classical painting and Dutch still life. On the other hand, I find myself somewhat confined within this genre, so I delve a bit into futurism, internet content culture, and pop culture.
What, in your opinion, is the most challenging aspect of creating compelling visual art in today’s digital age?
A.M: Just as in all times, the most challenging aspect is to be able to find oneself and one's path regardless of trends and influences. Nowadays, many fear AI and predict that it will replace all creative professions. On a technical level, this will certainly happen. Already, Photoshop has introduced a powerful retouching filter that almost eliminates the need for retouchers. However, humans will always need and be interested in humans, especially in art. Therefore, despite what is happening in the world, it is necessary to continue expressing what is inside you. The methods and techniques can be very different, but the essence of expressing one's human experience, feelings, ideas, and thoughts is the most important thing in art.
Is there a particular moment or experience that you believe was pivotal in defining your artistic identity?
A.M: My relocation to Switzerland coincided with my maternity leave. I found myself confined at home with my child, with little support from friends or social interaction. It was then that I made a promise to myself: since I had so much time alone, I needed to emerge from maternity leave with a clear understanding of who I am and what I want in life. I resolved to only engage in activities and create things that brought me genuine joy. And so, I embarked on my journey. Initially, I simply adorned myself with flowers and captured moments using my phone. Later, I took basic photography courses to enhance my skills. The most profound realization I've had in this moment is that I can have any perception of myself; I can be drawn to any style, but there's an intrinsic essence within me that defines my being from the core. And that's what truly matters. While I may appreciate the aesthetics of minimalism, it doesn't align with my inner truth. It's essential to grasp this and grant myself the liberty to simply exist and create, without burdening myself with external expectations. This is how my authentic style emerges, continuously evolving as I allow myself to unfold. It's an incredible journey, and with each step, I'm eager to discover what I'll create next and where it will lead me.
What unconventional sources of inspiration do you turn to when seeking a fresh perspective in your work?
A.M: I find inspiration in using a white wall as my canvas. The largest and most noticeable wall in our house I always leave white and empty. When it constantly appears before my eyes, my brain starts generating ideas on how to fill this emptiness. Thus, I bring these ideas to life, birthing new projects. Additionally, I take pleasure in strolling through vegetable markets, drawing inspiration from the vibrant colors and intriguing shapes of the produce on display. Furthermore, traveling is a great stimulant. How could I arrive at such beauty and not use it for my photographs? It's an opportunity too precious to miss.
Alexandra Morozova is a visionary artist whose work defies the constraints of the digital age, remaining profoundly human at its core. Her artistic identity, shaped by personal milestones and a deep engagement with cultural and global influences, speaks to the enduring power of human creativity. Alexandra's journey from the white walls of her home to the vibrant scenes of vegetable markets and beyond is a compelling narrative of self-discovery and artistic innovation. Her dedication to exploring new techniques and mediums, while staying true to her essence, makes her work emotionally resonant. As we look forward to Alexandra's future projects, it's clear that her art will continue to inspire, challenge, and transform our perception of the world around us.
