Alejandra Alonso Rojas

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.