London: Designer Alejandra Alonso Rojas shares her innovative shift in fashion design for her fall 2025 collection, merging pre-season and mainline lines to promote sustainability and reduce environmental impact, inspired by Japanese culture, while providing greater options for her clientele.
During a preview for her fall 2025 collection, designer Alejandra Alonso Rojas revealed a significant shift in her approach to fashion design, combining her pre-season and mainline collections into a more cohesive lineup. This change marks a pivot from her previous model of creating four distinct collections each year. In her conversation with Women’s Wear Daily, Rojas remarked on the necessity of this transformation, stating that it not only alleviates her creative exhaustion but also aligns with the brand’s commitment to slow fashion and thoughtful craft.
Rojas articulated her vision by saying, “It’s still growth [for the brand], but in an opposite way that helps save the planet, in a way.” This philosophy suggests a move toward sustainability, as she plans to explore fabrications that have a lesser environmental impact and collaborate with additional sustainable mills during the extended lead times between seasons.
The designer’s decision to create a larger offering permitted a broader exploration of colour, which was heavily influenced by her recent trip to Japan. The aesthetic highlighted Japanese culture’s spirituality, historical significance, and dedication to artisanal craftsmanship. Rojas previously incorporated traditional shibori dyeing techniques into her collections, demonstrating her continuous admiration for these practices.
One of the standout pieces referenced Rojas’ cultural inspiration—a simple black silk dress adorned with large-scale cherry blossom machine and hand-embroidery on raw hemmed organza. The collection also invoked a palette rich in cultural symbolism, incorporating hues like cherry blossom pink, red (representing peace and prosperity), and gold (inspired by the iconic Kinkaku-ji temple). These elements underscored a commitment to simplicity while celebrating the cultural influences that shape her work.
Rojas confirmed her capability to transition between day and evening wear seamlessly. A cream viscose sheath dress featuring a floral broderie anglaise hem, paired with sheer chiffon turtlenecks and ruched floral-printed cotton midi skirts, showcased commercial wearability. Additionally, her popular ‘90s bias slips were available in various colours: matcha green, bright red, and three shades of indigo. Rojas provided her clientele with options by offering the slips in different lengths—midi and maxi—along with varying design details such as cowl vs. straight necklines and asymmetrical vs. classic thin straps, which she described as providing “the beauty of options.”
This innovative direction by Alejandra Alonso Rojas reflects a growing trend in the fashion industry, where designers are increasingly embracing sustainable practices and focusing on the importance of second-hand clothing and slow fashion. The commitment to reduce environmental impact without compromising on aesthetics is becoming a central theme for many creators, aligning consumer desires with a responsibility towards the planet.
Source: Noah Wire Services
