Alejandra Alonso Rojas unveiled a 2,000-square-foot pop-up shop at 62 White Street in TriBeCa in a restored landmark building with 16-foot ceilings and the original cast iron exterior from 1896. The pop-up will operate until Dec. 5 and the designer said there’s the possibility of extending the engagement further.
Alonso Rojas, who studied fashion design in her native Madrid, augmenting her education with classes at Central Saint Martins in London and Manhattan’s Parsons School of Design, considers herself a global citizen, and designs as such. “I’m always thinking about when the collections going to be delivered,” she said. “People want to buy for the weather now, rather than three months earlier. People have less patience.
“I’m launching pre-fall during the first week of December,” Alonso Rojas said. “I’ve also developed the [buy-now-wear-now] category.”
Offerings at the pop-up shop include the brand’s signature handwoven knits, eco-conscious cashmere pieces, tailored leather items and shearling-trimmed outerwear in earthy tones.
Alonso Rojas, who launched her collection in 2016, won Fashion Group International’s Rising Star Award for women’s wear the following year, and was nominated for the 2018 International Woolmark Prize. A fourth-generation hand-knitter, she uses classic and experimental knitting techniques to create one-off pieces.
Alonso Rojas also attended the
Follow WWD on Twitter or become a fan on Facebook.
Read More…