Peggy Sirota taught herself how to use a camera while working at Fred Segal in Hollywood. Shooting headshots for her actor/model coworkers to make a little extra money, she fell in love with shooting and her career as a photographer was born. Sirota is known for creating evocative, authentic, emotional images which instantly connect you with her subject.
An extensive background in dance has deeply influenced Peggy. A love of movement and an instinctual awareness of body language often play a role in her creative process. Vulnerable portraits, a feminine connection to beauty, and a playful sense of humor are at the core of her work.
Peggy has photographed numerous iconic personalities for magazines and advertising campaigns alike. Her 1988 Volvo ad campaign garnered much attention for its first of its kind integration of lifestyle imagery into automotive advertising. She started directing TV commercials in 1994.
In 2000, Peggy’s first book GUESS WHO? was published by Steidl. An interactive book of celebrity-in-disguise portraits, Sirota challenges the reader to decipher the identity of her subjects with all profits going to AIDS Project LA.