Designer Alejandra Alonso Rojas’ luxury women’s fashion brand is her legacy

“My brand is my heritage,” the Madrid-born designer Alejandra Alonso Rojas, 39, told WWD during her summer vacation on the Spanish island of Menorca.

“Spain may not be the largest country in the world in terms of area, but I think it’s one of the richest in terms of art and culture. It has a great tradition in every aspect: artists, history, architecture, and it really has a lot to offer. That was my motivation to start my brand,” she said. Since launching her label in 2016, Alonso Rojas’ love of culture and tradition has been influential and infectious. Each design is imbued with the thoughtfulness, curiosity, and creativity she has cultivated since she was a child.

While her roots have had a major influence on the New York-based luxury women’s brand, she says the influences are very natural to her, as she is a fourth-generation hand knitter and combines traditional and modern techniques to create each collection.

“I remember when I was younger, I would take a crochet hook and a needle with yarn on my fingers and make something from scratch. For me, my Spanish heritage is all about artisanship, which to me is the ultimate luxury: not just working, but making something that really lasts. That’s how I grew up,” she said, recalling her grandmother’s wardrobe of handmade gowns and Balenciaga dresses: “smaller, but purer,” a curated wardrobe full of traditional craft, elegance and sophistication (the pillars of her eponymous brand).

Alonso Rojas infuses his collections with a wealth of inspiration, from childhood trips to southern Spain that he had in mind when designing his Spring 2025 collection to the Botero-inspired motifs and rich blue hues he incorporated into his stunning Resort 2025 lineup.

“The colors change when you move around the country. From the tables when I go to restaurants to the food, to the spirit of the people in different parts of Spain, I’m really inspired,” she said. Alonso Rojas draws inspiration from the rich and unique cultures of different regions of Spain, such as the ease of Menorca and the sophistication of Barcelona. Additionally, her mother and grandmother inspire her with their bold creativity, along with iconic Spanish artists such as Cristóbal Balenciaga, Salvador Dali and film director Pedro Almodóvar.

“What’s great about this project is that even though all the Hispanic designers are from different countries, different regions, what we all have in common is our language and our traditions. I think it’s really great for people to learn more about each culture and each country,” she said.

“What really connects us all is speaking Spanish,” she said, noting that even today she feels there are misconceptions about Spanish speakers and culture in the U.S., though this is slowly changing.

“When my mother comes (to New York), she can manage English, but she speaks Spanish everywhere so there’s no need for her to use English at all. I always wonder why Spanish isn’t required as a second language in schools. If you live in the United States, you should know Spanish,” she said, adding that she and her husband taught their son Spanish as a first language, even though Spanish was spoken almost exclusively at their Manhattan home.

Her advice to young creatives looking to break into the fashion industry to embrace tradition is the same advice she gives to her son.

“I would advise designers not to force it. I think if you love your culture, it will come naturally. Sometimes it feels like you’re just cutting and pasting instead of going with the flow. We should all be proud of where we come from, whether first or second generation. While I’m thinking about young designers, I’m also thinking about my own son. I’m raising someone who is proud of who he is. I want him to love his roots. Yes, he was born in New York, but if you ask him, he will say he’s from Spain,” she said.

“I love that because I didn’t want him to be embarrassed about not being able to speak perfect English with his friends now. On the contrary, he is always eager to show them. As a designer, you should do the same and embrace English. I encourage you to visit the country or region and spend time there – seeing the artisans, learning, tasting the food and the language. Immerse yourself. It will be in your blood and will come back and influence your work,” she said.

Alonso Rojas said she believes the beauty of today is how global the world is, and while her work is entirely Spanish-influenced, it also weaves in her life in New York through a modern approach to traditional crafts.

“It’s great to embrace who you are and love and do things your own way. You don’t have to be like everyone else,” she said. “You should embrace your culture instead of trying to throw it away or copy what everyone else is doing in the U.S. to be American. I love my life in New York, but I’ve never tried to change everything to make people think I’m American. I feel like some people have had to do that, even indirectly. It shouldn’t be like that.”

Throughout each collection, Alonso Rojas delves deeply into the traditions and practices of each craft and cultural inspiration, something she noted is something the industry as a whole should do more of.

“I’m still amazed at the way people mix things together,” she says. She’s seen different cultures inappropriately lumped together in photo shoots and films, such as combining Mexican flowers with flamenco dresses. To change this, people in roles like set design and styling should be from the country or culture being portrayed. If not, those at the helm should spend more time researching.

“From a brand perspective, maybe speaking out more publicly could help the world move in a better direction,” she added. “I don’t think people see it as a bad thing, but the way we represent our culture can sometimes become costumey. I’ve been in some very uncomfortable situations. I’m learning to speak up and explain so people can know more about it, but sometimes it’s insane.”

“Everything is getting better, so at least I have hope,” Alonso Rojas said. “I don’t know everything about every culture, but I’m going to take the time to learn, soak in and do things the right way.”

In celebration of Hispanic Heritage Month, WWD decided to photograph and profile 10 Latino designers who are shaping the fashion world today. The series of photos will be featured in a national advertising campaign run by Outfront.