Whether choreographing Super Bowl Halftime Shows or controlling robots with their minds, 2025’s Creative 100 artists and makers use their creativity to elevate brands and tell stories.
Alex Bovaird
White hot: Alex Bovaird has been the costume designer on The White Lotus since the series began streaming on Max. The third season, which aired this spring, upped the ante on fashion with labels like Louis Vuitton, Valentino, and Gucci making a statement in Thailand.
Side gig: Bovaird co-designed a 25-piece womenswear resort collection for H&M inspired by the hit show, which every brand wanted to be part of.
Making a splash: Bovaird is done with the minimalist travel scene.