With her Spring Summer 2020 collection Alejandra celebrates the strength, beauty, and power of the female figure. To muse is to consider something thoughtfully, as Alejandra’s namesake brand always does.
Starting with the idea of the female muse as a powerful source of artistic inspiration, Alejandra explored the influence that women had in Picasso’s and Dali’s work. Fernande Olivier, Olga Khoklova, Marie-Therese Walter, Dora Maar, Françoise Gilot and Jacqueline Roque were Picasso’s muses during his life and Dalí made hundreds of drawings and paintings of his everything “Gala”. Each woman deeply and personally affected Picasso’s and Dali’s art and life during their time together.
There are many real-life women that Alejandra considers great muses for this collection. A poem by Spanish poet Gloria Fuertes was a source of great inspiration, as the beautiful words seem to perfectly sum up the brand’s theme:
Starting with the idea of the female muse as a powerful source of artistic inspiration, Alejandra explored the influence that women had in Picasso’s and Dali’s work. Fernande Olivier, Olga Khoklova, Marie-Therese Walter, Dora Maar, Françoise Gilot and Jacqueline Roque were Picasso’s muses during his life and Dalí made hundreds of drawings and paintings of his everything “Gala”. Each woman deeply and personally affected Picasso’s and Dali’s art and life during their time together.
There are many real-life women that Alejandra considers great muses for this collection. A poem by Spanish poet Gloria Fuertes was a source of great inspiration, as the beautiful words seem to perfectly sum up the brand’s theme:
LA GENTE CORRE TANTO
(Original Spanish)
(Original Spanish)
La gente corre tanto
porque no sabe dónde va,
el que sabe dónde va,
va despacio,
para paladear
el “ir llegando”
-Gloria Fuertes
(English translation)
People run so fast
Because they don’t know where they’re going
Whoever knows where they’re going,
Goes slowly,
To savor “the journey”
“To savor the journey” is exactly what Alejandra intends to do in this collection and the future. Her pieces are for those of us who appreciate the process, want things of substance that last, and know true art is better than something rushed.
This season, features several collaborations with fellow female artists, most notably the work of jewelry designer Aurora Lopez Mejia. The brand’s presentation during NYFW 2019 will be in Aurora’s studio & showroom space, as well as featuring several of her jewelry pieces in the collection look-book. Aurora is a strong female artist with a very similar ethos to Alejandra’s brand, and her body of work is filled with elements of poetic storytelling. Inspired by the world's architecture of nature, Aurora has been conceptualizing and creating hand inscribed art, sculptures, and wearable talismans for the last 30 years.
Her craftsmanship and devout respect of ancient civilizations have led her to create constant reminders that embrace the power and etymology of words. Always in collaboration with her patrons, these commissioned art pieces are created to take form as everyday constant reminders of personal empowerment and transcendence.
Along with other female artists, Aurora helped shape this season’s story of the modern day empowered muse. Alejandra is excited to share her passion of slowly and thoughtfully created designs by collaborating with talented female artists, and paying homage to the strong women who have come before her.
Alejandra’s other point of focus for this season was to hone in on the brand’s mantra of slow fashion. Since its conception, the brand has valued slow fashion over fast, quality over quantity, and savoring the journey of creating something that will last forever. From design to production, the process is meaningful. Research and design ideas feature nostalgic threads from Alejandra’s life growing up in Spain, and the creation of each piece is often done by hand, whether that’s hand-crafted through knitting or hand-dyed using natural materials. The production process is beautiful in itself.
This season, features several collaborations with fellow female artists, most notably the work of jewelry designer Aurora Lopez Mejia. The brand’s presentation during NYFW 2019 will be in Aurora’s studio & showroom space, as well as featuring several of her jewelry pieces in the collection look-book. Aurora is a strong female artist with a very similar ethos to Alejandra’s brand, and her body of work is filled with elements of poetic storytelling. Inspired by the world's architecture of nature, Aurora has been conceptualizing and creating hand inscribed art, sculptures, and wearable talismans for the last 30 years.
Her craftsmanship and devout respect of ancient civilizations have led her to create constant reminders that embrace the power and etymology of words. Always in collaboration with her patrons, these commissioned art pieces are created to take form as everyday constant reminders of personal empowerment and transcendence.
Along with other female artists, Aurora helped shape this season’s story of the modern day empowered muse. Alejandra is excited to share her passion of slowly and thoughtfully created designs by collaborating with talented female artists, and paying homage to the strong women who have come before her.
Alejandra’s other point of focus for this season was to hone in on the brand’s mantra of slow fashion. Since its conception, the brand has valued slow fashion over fast, quality over quantity, and savoring the journey of creating something that will last forever. From design to production, the process is meaningful. Research and design ideas feature nostalgic threads from Alejandra’s life growing up in Spain, and the creation of each piece is often done by hand, whether that’s hand-crafted through knitting or hand-dyed using natural materials. The production process is beautiful in itself.
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