Alex Lundqvist studied computer graphic design after the army and was already set to go into the advertising industry when a girlfriend suggested he should be a male model. With a chin covered with stubble he went out to have some test shots taken.
In the summer of 1994, he met photographer Bruce Weber and Wilhelmina agent Sean Patterson, who tracked him down after spotting Alex Lundqvist's photo in an obscure publication. The two proved instrumental in launching his career. Immediately, Versace booked him for a worldwide campaign with Helena Christiansen, shot by Bruce Weber, which further led to doing the Lagerfeld campaigns in Europe and Guess in the US.
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