International Women's Day with Alexandrena Parker

Take a Glimpse Way Back When with Alexandrena Parker

In the spirit of International Women's Day, we wanted to take a moment to celebrate one of our most appreciated creative collaborators – esteemed photographer and director Alexandrena Parker.

Alexandrena is a true creative force. She's worked closely with us on producing a number of incredible, narrative led campaigns to tell our brand story with honesty and integrity – and since we’re on the cusp of launching one of our most incredible collaborations with her yet – it only felt right to put her work in full focus.

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For the Way Back When campaign, I wanted to create something that instantly transported people into the world of Goldie + Ace…
Something memorable, immersive, and a little unexpected.

Watch BINGO by Alexandrena Parker

On crafting the story of Way Back When...

G+A

Our most recent shoot with you, for the
soon-to-be-released collection Way Back When, included not only a stunning shoot, but a whole short film.

Tell us, what inspired BINGO, and the overall creative direction for both photoshoot and film?

Alexandrena Parker

For the ‘Way Back When’ campaign, I wanted to create something that instantly transported people into the world of Goldie + Ace… something memorable, immersive, and a little unexpected.

Instead of a traditional campaign shoot, I took a more unconventional approach by crafting a short film to bring the concept to life in a richer, more cinematic way. Both the stills and motion captures the essence of weekends and school holidays at your grandparents’ house, so I developed a fictional narrative that took even further beyond this.

I wrote BINGO using the literary device in media res—a storytelling technique that starts in the middle of the action. Given the short format, this approach allowed me to craft a story with depth and character without sacrificing richness in narrative. The inspiration for the Bingo scene comes from the iconic moment in My Girl (1991), where Vada and Thomas interrupt a game of Bingo.

The grandparents in BINGO are exaggerated, larger-than-life versions of themselves, adding a playful eccentricity to the film. I wanted it to strike a balance between humor and warmth—to make people smile while also leaving a lasting emotional impression.

"Creating this short film was an absolute joy, and it wouldn’t have been possible without the incredible trust and support from the Goldie + Ace team."

Can you share a memorable BTS moment with us from the Way Back When shoot?

I think the day we filmed ‘BINGO’.

There were 6 ‘grandparents’ and about 8 children and none of them had met before. Watching them all sit around the tables playing Bingo was so beautiful to see.

It felt surreal to see the fictional story in my head come to life in front of me.

For me, the concepts are rooted in something deeper: capturing what life feels like in these
clothes, exploring childhood and a child’s place in the world.

On collaborating with Goldie + Ace

G+A

You’ve worked closely with us over the last few campaigns to create some pretty incredible, cinematic shoots…

Can you tell us a bit more about how these shoots come to life, and how you bring different people together to collaborate?

Alexandrena Parker

I feel incredibly fortunate to work with Goldie and Ace–the team provides me with so much creative freedom, making it a truly fulfilling experience. Being able to put so much of myself into the vision makes the work deeply rewarding.

The shoots come together naturally, thanks to Goldie and Ace’s strong brand identity. It’s more than just a children’s clothing label; it’s about capturing and celebrating the essence of childhood.

With such a clear direction, campaign ideas flow pretty effortlessly. My concepts continue to grow in scale and ambition, and I’m deeply grateful for the trust and support that allow me to bring them to life.

We keep our shoots small and intimate, which I love. For the most recent project, I collaborated with the incredibly talented cinematographer Luke Bickley to translate the concept into a compelling series of motion assets.

"It’s more than just a children’s clothing label; it’s about capturing and celebrating the essence of childhood."

How have your collaborations with Goldie + Ace influenced your creative process, and what is the connection you feel to our brand and aesthetic?

My creative vision and Goldie + Ace’s aesthetic are deeply aligned, making our collaborations feel effortless and inspiring. I have always been drawn to photography that evokes nostalgia, images that feel as if they belong to another time, capturing the simplicity and charm of childhood.

There’s an inherent warmth and authenticity in my work, a yearning for the past, and Goldie + Ace embodies this same sentiment.

The brand’s ability to harness the universal magic of childhood has profoundly influenced my creative process. Their strong visual identity and storytelling approach encourage me to lean even further
into my love for nostalgic imagery.

Whether it’s the soft, sunlit tones, the playful yet timeless styling, or the genuine sense of wonder that permeates each campaign, working with Goldie + Ace has allowed me to refine and expand my artistic perspective.

There’s an inherent warmth and authenticity in my work, a yearning for the past, and Goldie + Ace embodies this same sentiment.

Your work is known for having a cinematic and narrative quality – how does this influence your creative concepts and campaign shoots with Goldie + Ace?

I don’t consider myself a fashion photographer, nor am I particularly drawn to fashion in itself and I think that’s precisely why my work for Goldie + Ace feels so cinematic and narrative-driven. The storytelling comes first.

While the visual style of the clothing plays a role in shaping the creative direction, it’s just one piece of a much larger picture.

For me, the concepts are rooted in something deeper: capturing what life feels like in these
clothes, exploring childhood and a child’s place in the world. I’m not interested in simply creating ‘pretty or cute pictures’ that’s never been enough. I want to transport people, to evoke emotion, to create images that make people feel something, that spark connection and nostalgia. That’s what drives me.