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✨ A family-owned, independent, designer-led brand, not a profit-hungry corporation. After 13 years of working as a designer, hundreds of books, and a lifelong passion for fashion, if you ask me what the most important truth about this industry is, one people should know but usually don’t, I would say this: Today, fashion is no longer run by people of fashion. It is run by people of business. Not by designers, but by financiers. Not by professionals in love with fashion, but by boards of directors. And at the risk of shocking you, here is the big secret: Profit comes before everything else. That is not just my opinion. It is a fact every real fashion insider knows. In Quest for the Best, the heir to one of America’s most famous luxury retailers, Neiman Marcus, describes how the disappearance of family businesses into the pockets of corporate giants leads to an institutionalized indifference to quality. And that is exactly why Alessa is something rare in today’s fashion world: 👑 A family-owned, independent, successful, designer-led brand. In an industry owned by global conglomerates, driven by short-term financial goals, and increasingly disconnected from the soul of the product, Alessa is the exception. Alessa is the impossible dream of two girls in love with fashion, made real. ✨ Despite everyone who laughed, doubted us, and told us we had no chance, we built it. And today, we bring fashion happiness to women in 26 countries around the world. 🌍 We created Alessa from a fragile idea in our minds, and we still put a piece of our soul into everything we do. None of this would have been possible if we were not completely independent. We grew Alessa without outside funding. We do not answer to shareholders, cost cutters, or financiers. Sometimes we make decisions others would call naive or unconventional. But fashion always comes first. And so do you, our Alessa girl. 🤍 We want to show you what becomes possible when the power is in the hands not of profit-hungry financiers, but of a founder-designer. ♡