Eugenia Alejos is a fashion designer based in Madrid, Spain, where her collections are produced. She graduated with honours (BA) in the High School of Fashion in Spain. In the last year she specialised in new techniques of illustration and new fabric technologies, in Portugal.
Her name is associated with perfect finish with best quality fabrics. Exquisite creations of this designer are complemented by accessories as well as shoes designed and made by her. The minimalistic pieces are small scale artwork reinterpreting past and present culture with a depurated style. Installations, unique pieces and limited edition collections complete the label. (Source: eugenialejos.com)
Amsterdam Fashion Tv: Could you tell us more about your business process?
Eugenia Alejos: My daily routine is checking e-mails, updating social network sites, working on product requests. On a weekly basis I have to meet potential partners, clients, and collaborators. The monthly schedule includes attending or organizing events and sales. On a yearly basis I attend trade shows, I work with my production, and I ask boutiques to pay before sending out any goods. Then start designing for next collection, photo shoots, branding movie clip, endless product shoots, no-sleep, photoshop sessions, printing out line-sheets, catalogues, press-kits, preparing displays, packaging, and so on…
AFTv: Do you go places to get inspired?
EA: I travel for work a lot and rarely for vacation. I am usually holed up inside even though I’m in great cities like Berlin, for fittings, or London, which I visit two times a year. So I wouldn’t say travel is a big inspiration for me, but that’s not to say that I don’t sometimes see something when I’m on the road and get moved by it.
AFTv: Is there a story behind the collection PROTØ3DYPE?
EA: The story of PROTØ3DYE collection is expose new pieces and concepts through several issues. A collection that is broad in order to provide new materials and experiences each season.
AFTv: What are your preferred materials to work with and why?
EA: I really like the materials that offers something new for my experience. I am trying to push the material further and go beyond the existing rules. I think that normal rules don’t apply for me. That’s why It is always exciting.
AFTv: Plans for the future?
EA: There is a lot of exciting projects I am working on at the moment. Apart from the new collection which is in its final stage now. I am starting a collaboration with the photographer Amanda Camenish and U+Mag and a working in a fashion film with a famous magazine.
Also, I´ll work on PROTØ3DYPE second part. The idea of this collection is expose new pieces through several volumes. A collection that is broad in order to provide new materials and experiences.