Finalists – Picto Fashion Photography Award 2026 : Alberto Pelayo

Alberto Pelayo is a photographer and art director specializing in developing brand narratives through limitless imagery. Using photography as his medium, he approaches each project as a space for creation, blending retouching, technology, perspective play, and camera work.
Originally from Mexico, he moved to Milan at the age of 23, where what began as a hobby became his profession. Passionate about cinema, fairy tales, contemporary art, the sensual and structured female silhouette, and madness as pathology, he combines a background in product design with an artistic practice shaped by painting from an early age.
He creates editorials and campaigns that strengthen brand identities, collaborating with Versace, Mugler, Louis Vuitton, Diesel, and Moschino, while publishing in Vogue Italia, i-D, and Harper’s Bazaar Italia.

He constructs images. He transforms the ordinary into the extraordinary, sometimes through metaphor, always narrating reality through his own perspective. Irony and depth are central to his work, especially in his personal projects, where he reflects on lived experiences — often difficult or painful — yet presents them with distance, even humor.
A perfectionist, he also embraces play, striving to make every stage enjoyable, from the set to the final image. Storytelling and meaning remain at the core of his practice. He approaches his work like a magician, shaping perception and illusion.

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