Today the world of fashion is dominated by two main movements – fast fashion and luxury. The clothes prices are either getting lower and lower in the mass market, or even higher on the luxury side. That however makes finding quality clothes at reasonable prices extremely hard, because the middle ground – the premium segment, is almost gone.
Here comes Alessa. This Bulgarian premium fashion brand started from humble beginnings, and today boasts clients from 26 countries, more than 2 million followers and covers of Glamour, Grazia, Elle.
The secret behind their success is their unique designs, premium quality, and reasonable prices right in the middle between fast fashion and high end fashion. All of those qualities wrapped in one empowering women slogan – “Never Average”, which is inspired by the founders’ rags to riches story.
Alessa is founded in Bulgaria by two beautiful sisters – Mimi and Maya. They tragically lost their father at only 10 and 12 years old. From that moment forward their childhood became a struggle. In that dark moment the bright world of fashion emerged to become their guiding star.
“Fashion for us became a window into a better world of Hollywood stars, magazine covers and the glamorous idea of the Big Life. From kids, we became obsessed with it,” shares Mimi, the youngest of the sisters.
Mimi is the brand’s sole designer. Her sense of style is unique, trendy, sexy and head-turning. She creates the clothes they themselves dream of wearing. From tops, dresses, outerwear to swimwear – everything one needs to look absolutely gorgeous.
Though they offer best selling designs and their photos are mesmerising, they know that those are not enough to reach their goal of becoming the first global fashion brand from Bulgaria. They need quality products that make people come back.
In a world where fashion is dominated by two main movements – fast fashion and luxury, Mimi and Maya choose to operate in the near extinct premium segment.
Premium is almost dead for a reason. The once premium brands couldn’t compete with the dominant fast fashion giants. Premium brands either lowered their prices (and their quality) to be on par with fast fashion or raised them to get into the high-margin luxury segment.
Thanks to their location, lean production, and their direct to consumer approach, Alessa can offer a premium quality at very reasonable prices.
The brand was founded in 2012 with a $19 website. In 2020, Alessa was featured in the prestigious “Success Story” category on Facebook. Mimi also made Forbes Bulgaria’s cover as one of the winners in the “30 under 30” selection, titled – “Bulgarians who can change the world”.
Alessa’s story is inspiring and proves anyone can achieve their goals from a young age by having a strong sister by one’s side, thinking big and never giving up.
For more information on Alessa, visit https://alessa.bg/.