Alex Lundqvist

Alex Lundqvist is a Swedish model from Stockholm who became one of the defining male faces of 1990s fashion advertising. His international career took off in 1994, when work with Bruce Weber led to a Versace campaign alongside Helena Christensen. GUESS advertising with Laetitia Casta followed, placing him within a generation of men whose names became recognizable alongside the brands they represented.

Before modeling, Alex served as a tank commander in the Swedish army. “I wouldn’t want to do it again, but I’m happy that I did it,” he told The Independent in 1998. The demanding conditions gave him a useful measure for later challenges. “So after that everything seems easier,” he said. Fashion took him to New York and into a particularly close association with Hugo Boss. His 1998 Boss Bottled commercial became a signature assignment, making him the face of a fragrance that would become a menswear fixture.

That relationship extended across the company’s wardrobe, including its tailoring and bodywear. His spring-summer 2013 bodywear campaign was one chapter in an association that had already lasted well over a decade. Alex’s athletic build became central to a type of advertising in which the man, the suit, and the body beneath it all belonged to the same aspirational image.

“I train every day, because when you feel good, you look good,” Alex told Kurier in 2013. He spoke positively about aging, recognizing that gray hair could add to a man’s appeal. “You can’t stop time,” he said, treating care for his body as a practical investment in the life ahead.

The following years brought advertising that drew on his standing within fashion. Peter Lindbergh photographed him alongside Amber Valletta for Oliver Peoples’ 2017 “Desert Stories” campaign, celebrating the eyewear house’s thirtieth anniversary. Later work for Jack Victor continued his connection to tailoring, with experience and maturity becoming part of the image he offered.