Two years after launching her distinctive, youthful womenswear line À Moi, Alejandra Alonso Rojas has pushed reset on her business. In a calm and quiet hotel room at 11 Howard hotel on Wednesday, she walked press through three racks of soft, sleek separates and slip dresses in a steady palette of slate grey, off-whites and soft pinks. The À Moi collection that's in stores now will be its last. Come spring, Alonso Rojas's more elevated and mature eponymous line will hit stores for the first time. "We are presenting it as an evolution of the brand," said Alonso Rojas. "All the stores are very excited with the change into the namesake and I've always been the creative director so its not like completely [different]."
The designer explained that after À Moi's last presentation, she felt rushed to produce faster and pushed to add pre-season collections. "There was a lot of noise in the market... I just felt a little bit overwhelmed with everything that was going on and [thought], I need a moment to see which direction I really want to take." With the À Moi experience under her belt, she decided to pivot up. "I was ready for a more mature step into the namesake brand, to get into the designer floors of the department stores and speciality stores."
How will the lines differ? Alejandra Alonso Rojas has a higher price point for an older (30s to 60s) customer who favors sophisticated versatility and luxurious basics over something more youthful and experimental. (À Moi's last collection was inspired by Bauhaus and featured geometric shapes and cutouts.) The eponymous line is for a woman who appreciates materials such as leathers and hand-painted fabrics, and embraces a "nonchalant aspect of dressing up."
The new line is also more personal: Alonso Rojas was inspired by her mother, grandmother and great-grandmother. "I went to Spain and started digging into a lot of family albums." The influence manifests itself in the prints, color palette and even the subtle additions of bright red. "My mom and my grandma always wore red nails... I wanted to add that little touch," she says.
See the Alejandra Alonso Rojas spring 2017 collection in the gallery below.