Alex Consani’s Fashion Philosophy Is Very Leo: “Not Giving a F*ck”
Our take
Alex Consani's assertion that her personal style embodies the unapologetic spirit of a Leo, coupled with Pandora’s leveraging of her astrological alignment for their new Talisman collection, speaks to a fascinating intersection of personal branding, luxury marketing, and the enduring appeal of cosmic connection. It's a trend that’s been quietly gaining momentum, recognizing that consumers increasingly seek narratives beyond mere product features—they crave resonance with identity and belief systems. We've seen this reflected in broader fashion trends, with celebrities embracing distinct aesthetics, as evidenced in From L.A. to NYC: 6 Outfit Formulas Celebrities Are Wearing Right Now, highlighting a deliberate curation of personal style as a form of self-expression. This shift signifies a move away from fleeting trends and towards a more considered, individualistic approach to fashion, one that prioritizes authenticity and alignment with personal values—or, in Consani’s case, astrological sign.
The choice of Consani, a model known for her confident and somewhat rebellious aesthetic, as the face of this collection is particularly astute. The “not giving a f*ck” mentality she describes is a powerful draw for a generation that values self-assuredness and rejects traditional notions of perfection. It aligns seamlessly with Pandora’s attempt to move beyond its reputation as a purely sentimental, gift-giving brand, towards a more sophisticated and aspirational positioning. The collection itself, inspired by zodiac signs, taps into the widespread fascination with astrology, a cultural phenomenon that continues to permeate everything from self-care routines to relationship advice. It's a clever strategy, offering consumers a tangible way to connect with their astrological identity—a form of personalized luxury. Even the subtle shift towards incorporating autumnal aesthetics, as seen in Free People Has Some Seriously Tempting Fall Arrivals–These 21 Specific Items Are Undeniably Chic, hints at a desire for grounding and self-discovery—themes intrinsically linked to astrological introspection.
This approach represents a significant evolution in how brands engage with influencers and consumers. It’s no longer enough to simply feature a celebrity wearing a product; brands are now seeking individuals whose personalities and values genuinely embody the brand's ethos. Consani’s Leo identity isn't just a marketing gimmick; it’s a core part of her persona, and Pandora is capitalizing on that authenticity. This contrasts sharply with earlier influencer marketing strategies that often felt forced or inauthentic. Furthermore, the emphasis on a feeling—a sense of confidence and self-assuredness—rather than a specific product feature is entirely in line with the broader trend towards experiential marketing and emotional storytelling. Consumers are increasingly drawn to brands that offer more than just a product; they seek connection, inspiration, and a sense of belonging. And the mindful curation of personal style, as demonstrated in If I Were Going Back to School This Month, I'd Show These 13 Nail Ideas to My Manicurist, further solidifies this desire for intentionality.
Looking ahead, it’s likely we’ll see more brands embracing this personalized, astrology-inspired approach to marketing. The blurring of lines between personal identity and brand affiliation is only set to intensify as consumers prioritize authenticity and self-expression. The question becomes: how can brands authentically integrate these cultural trends without veering into appropriation or superficiality? The key will lie in fostering genuine partnerships with individuals who genuinely embody the brand’s values and allowing their unique perspectives to shine through—moving beyond transactional endorsements to cultivate meaningful connections with consumers who are seeking something more than just a product.
Alex Consani is, in her own words, “a big motherfucker Leo.”
The model was born on July 23, the first day of Leo season, so Pandora couldn’t have found a more enthusiastic face for the new zodiac-inspired chapter of the jewelry brand's Talisman collection. Launched on August 26, the latest collection introduces more than 30 charms, rings, and chain necklaces inspired by the zodiac and four elements, with medallions, cameos, Latin inscriptions, and celestial motifs designed to evoke the qualities associated with each sign. Photographed by Cass Bird, the campaign featured Consani alongside Mahi Kabra and Jill Kortleve.
For Consani, the collection’s zodiac theme is personal. “I’ve really connected with myself a lot through my astrology sign,” she tells Marie Claire at the collection’s launch party, held at L.A.’s Hollywood Roosevelt and featuring attendees like True Whitaker, Ella Emhoff, and Vivian Wilson. And the trait she identifies most strongly with? “Not giving a fuck, for sure. I think that’s something that a lot of Leos that I meet kind of share.”
It’s an accurate description of her approach to fashion, too. While modeling requires her to inhabit many fashion personas, Consani says her off-duty style is guided by how she’s feeling that day. “Fashion is a really good way to express what you’re feeling internally,” she explains. “When I’m in a good mood, my clothing reflects that. I wear things that are maybe a little bit more scandalous or risqué—like, oops, a boob might pop out.”
For Consani, whose irreverent social media presence is every bit as unfiltered as her personal style, even a wardrobe malfunction can become a social opportunity. “Someone’s like, ‘Oh girl, your boob is out,’ and I’m like, ‘Thank you.’ It’s a nice way to talk to people... it initiates conversation,” she says. “You make a connection with people through fashion.”
Jewelry plays a similar role in her wardrobe. Consani calls herself “a light jewelry girl,” which, in her world, means that when she does accessorize, it’s “a statement, even if it’s minimal.” She uses jewelry strategically, “to accentuate my outfit”: a necklace to highlight the neckline of a low-cut dress, a bracelet to add interest to a more covered-up look.
In keeping with Pandora’s emphasis on jewelry with personal meaning, Consani is also sentimental about the pieces she wears. Some of Consani's first came from her mother—“not given, stolen,” she jokes. “They’re from someone that I love, so I know that the stones hold good vibes,” Consani says. “That’s a really big part of jewelry pieces, just making sure that they carry the right energy.”
The campaign’s focus on identity and self-expression also tracks with Consani’s own style evolution. She only has to look back a few years to see how much hers has changed. “A thousand percent,” she says. Modeling, she says, has become a fashion education of sorts, exposing her to designers, stylists, and collaborators who have helped refine her personal style. “When I look back at that version of myself, it’s not something that I regret. I honestly look back, and I’m inspired,” she says. “It just differs as you grow up and learn more about what you like, what you don’t like.”
Certain Consani-isms, however, remain permanent. “I’ll always be a slut in one way or another,” she says. “Even if it’s classy, I think that there are always elements of myself that I like to be a little bit risqué. And I think that that's something that is maybe a part of me being a Leo; maybe it's a part of just how I grew up and my own expression.”
Her look for the Pandora party proves the point: a strapless Blumarine dress with a thigh-high slit, topped off with a wig, a look she’s currently trying out. “This is a new thing for me, and I enjoy it,” she says, adding that style experimentation is something everyone could use more of right now. “We should be able to just say fuck it because I think we take ourselves too seriously.”
That refusal to take herself—or the fashion world—too seriously has become part of Consani’s appeal. Despite an increasingly public career, she credits her inner circle with keeping her grounded. “I’m around people that really make me feel special outside of the job that I do and make me feel special for the human that I am,” she says. “Having a chosen family is really important for me.”
This summer, she has also found a more literal way to tune out the noise: putting down her phone. “I’ve been off my phone, which is the first time I’ve done that in a while,” she says. “It’s been quite nice and inspiring to find the world again.” She’s been "feeling very '80s," listening to the radio instead: “I feel like an old-school bitch.”
Shop Pandora’s new Talisman collection now.
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