Een brug tussen Latijns-Amerikaanse gemeenschappen en de Europese markt

“With roots in both Peru and the Netherlands, when I returned to Europe I was often stopped on the street by people asking what I was wearing,” says Bianca Boez. Rivera, born in Amsterdam with Peruvian roots. This dual identity inspired her to found Alegra in 2023, a collective dedicated to supporting Latin American brands in conquering the European market, with the refinement of their traditional techniques as a spearhead.

With Amsterdam as a base, Alegra has found the ideal test market and gateway to Europe. They have participated in international trade fairs such as Scoop London and Tranoï Paris, and offer public relations and wholesale services to the brands in their portfolio.

At the heart of their strategy is selecting brands that stand out through their dedication to sustainability, craftsmanship and the unique story each fashion and design piece tells. All this with a background of honouring and elevating the communities that inspire them, protecting the environment through responsible practices and preserving the rich cultural heritage.

As part of the latest edition of Amsterdam Fashion Week, Alegra Collective proudly celebrated its first anniversary. Meet some of the brands that are bringing this ambitious venture to life. At the moment, all founders are women.

Canella

Canella is a footwear brand that combines refined craftsmanship with sustainable luxury, fusing Peru’s rich cultural heritage with comfort and style. Founded by Daniella Pedraglio, the brand is committed to ethical production, working with local artisans who handcraft their collections using exotic materials such as recycled Paiche and Corvina leather, which provide a unique texture.

Cornelio Borda

Cornelio Borda is a luxury footwear and accessories brand based in Lima that embraces the slow fashion philosophy. Founded by Renata Garcia-Menacho, the brand is inspired by her great aunts, strong and independent women who cherished their cultural heritage. The brand celebrates Peruvian craftsmanship by working with local Andean artisans to preserve age-old artistic techniques. Their best-seller is their alpaca wool shoes, made from leftover materials from the local fashion industry, such as alpaca wool and Pima cotton. Each pair of shoes takes up to six weeks to produce and is made to order.

Veplen

Founded and creatively led by Pia Velarde, Veplen stands out for its unique blend of architectural inspiration and natural elements. The brand focuses on sustainability and creating timeless and versatile pieces, with comfort and quality as a priority. Veplen uses high-quality materials such as Peruvian Pima cotton, organic cotton and alpaca wool, guaranteeing both style and durability. The designs are characterized by impeccable craftsmanship and subtle details, ideal for sustainable and versatile fashion that can be used across multiple seasons and collections.

Balkanica

Balkanica is a Peruvian luxury brand that celebrates the diversity of Latin America with its own unique style. Founded by self-taught designer Tania Jelicic, the brand distinguishes itself by combining pre-Columbian relics with contemporary, locally produced textile design.

Ani Alvarez Calderon x Beneai Collective

Ani Alvarez Calderon x Beneai Collective is a brand specializing in timeless luxury clothing. They work with artists from the Shipibo Conibo community in the Peruvian Amazon, preserving age-old artistic techniques. Their goal is to express cultural heritage through a modern concept of “Wearable Art”.

The Kene art, central to this collaboration, uses symbolic lines with deep meanings, such as the jaguar that protects against evil spirits and the anaconda that symbolizes the connection between the universe and inner wisdom. Each textile tells a story through a unique combination of geometric and symbolic figures.

The process of creating the textiles involves using tree bark and plants from the Amazon rainforest to obtain natural dyes, which are applied by hand with patience and precision. The design is applied with sacred clay during a thanksgiving ceremony for Pachamama, which reflects the Shipibo Conibo community’s respect for nature. Additionally, hand embroidery, which can take up to three months, adds intricate detail to each piece.

Learn more about the brand’s processes and history in this video:

Source: Ani Alvarez Calderon via YouTube.

The translation was subsequently edited by Sylvana Lijbaart.