CELEBRATING 10 YEARS
Happy Birthday, MIRRRS!
It’s been 10 bold, beautiful, and boundary-pushing years. To celebrate a decade of MIRRRS MODELS, we sat down with founder Alexandra Garcia Medina to talk about how it all began, what drives her, and how she balances the fashion world with her personal life.
Get to know the woman behind the agency that’s reshaped the scene.
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Before we dive into the story of MIRRRS, tell us a bit about yourself!
My name is Ali Garcia. I’m 40 years old, and I entered the world of model booking around 20 years ago.
Over time, I was fortunate to gain a wide range of experiences before launching MIRRRS Models 10 years ago —
a decision that happened overnight, without a clear plan, just the feeling that it was time to start something new.
It felt like setting a ship out to sea and saying: let’s just sail and see where the journey goes.
And here we are — 10 years later. So many lessons learned, challenges faced on all levels, a global pandemic survived…
and still going strong.
Still here, still passionate, still ready for what’s next.
I entered this industry as a model booker — and never looked back.
Thank you to all — my family, my mentors, supporters, partners, and clients who’ve been part of the journey.
To be honest, it was my strong desire to simply have some peace — to step away from the constant obligation of having to be in an office at 9 a.m., and from the never-ending discussions about how a scout or agent works completely differently than a 9-to-6 booker — and has to work differently.
I needed space to feel inspired again. And that’s what I ultimately chose.
The final decision came to me overnight — in May 2015.
At the time, I never gave much thought to what MIRRRS could eventually become.
I wasn’t even aware that things like a domain or the technical infrastructure behind it were necessary.
My focus was purely on scouting new faces, handling parts of model booking — guided by a genuine passion, an open heart, and the instinct that comes with it.
I wanted to move to New York City to work for an agency and to have a complete change of scenery — to try something entirely new.
But something inside me didn’t feel right.
So, almost overnight, I threw all my plans overboard and decided to start this heartfelt project called MIRRRS Models — with only a vague sense of what could happen or what it might become.
How did you come up with the name MIRRRS? What does it stand for?
The story behind the name MIRRRS — it’s probably the question I’ve been asked most over the past ten years.
And the truth? There is no story. The name has no real meaning, and it never will.
Back then, I urgently needed a domain — I had less than 24 hours to go live.
My neighbors at the time were web designers. We sat around talking, and suddenly they were throwing out ideas like purring cats and mirrors.
It was completely absurd — but also strangely memorable.
Twelve hours before launch, I just said: “Screw it, let’s go with MIRRRS. I’ll change it in a few months anyway.”
I never did. And I never will.
Because in the end, the name never really mattered to me.
My focus was always — and still is — on the model. On the person. On the energy.
Not on perfect branding, not on finding the ideal name, not on the logo.
That’s never been my thing. And it still isn’t.
MIRRRS is MIRRRS.
I love what I do — and even after all these years, I still get genuinely excited every time I see a great new polaroid or test image.
Thank you.
