Designer Alejandra Alonso Rojas: 'No one is going to judge us for whatever decisions we take right now'

Designer Alejandra Alonso Rojas is taking these uncommon times as permission to question the industry she operates in. “I think I’m going to come out of this as a rebel, because I’ve been really analyzing the business and what I want to do, and there are so many things I want to change in order to survive this and to make the business profitable,” Alonso Rojas said on the Glossy Podcast. The usual fashion industry calendar is one of them. “The calendar makes no sense at all," she said. "The new generations don’t shop six months before they can wear something. And the fact that, by the time you want to wear it, it's already 70-80% off — the impact on the brand was terrible.” Alonso Rojas is currently looking to her own items from seasons past -- via her first “archive sale” -- in order to boost sales for the luxury label. The profits are going toward supporting the company’s staff, and to paying rent for the company's combined office, studio and showroom space in Soho. “We had the inventory, and I think it was the right thing to do,” Alonso Rojas said. “It was a crazy idea, and I’ve shipping boxes like crazy. But at the end of the day, it worked.”