Madrid-born designer Alejandra Alonso Rojas learned her craft from the women on both sides of her family, a tradition enriched and passed down for generations. Informed by her Manhattan life and a plethora of archival photographs of her family in knitwear, Rojas launched a casual luxury brand around traditional and experimental handwork in 2016. Trained at IADE, Central Saint Martins, and Parsons School of Design in New York and Paris, the designer earned a master’s degree in fashion at the School of the Art Institute of Chicago, and a business degree from Universidad Carlos III in Madrid.
Her lifelong practice draws from a deep understanding of Spanish tradition and sophistication met with her taste for modernity. Eschewing trends and seasonality, Rojas’s designs cater to modern, pioneering women who value timelessness. The line is an evolution of the designer’s signature styles, a foundation of hand-knits, impeccable tailoring, and hand-finished details. Layerability and versatility through a synergy of contrasting textures define the designer’s perspective on casual luxury. Fine hand-crocheted pieces pair with butter soft leathers to add warmth, while chunky knitwear, a key unifier in Rojas’s collections, gives featherweight silk, satin, and tailored ensembles an effortless, softened edge from day to night. Variations are endless and offered through a seasonless approach.
To uphold sustainable practices, the designer crafts cashmere from recycled fibers to working solely with artisans of small-scale factories and ateliers. Rojas’s naturally dyed garments, all hand-finished in the United States, reveal a distinctive tactile quality, from rolled petals onto silks to a watercolor painting print inspired by her mother’s artwork. The designer often draws from her memories of the women in her family and a Spanish upbringing, infusing rich personal references to each collection. Each piece, for Rojas, is an investment item intended to be passed on.
“Women are the reason and inspiration for everything I do. I want to empower women to feel and look their best and to build a strong emotional bond with them based on lasting fashion, craftsmanship, and quality through positive impact.”