ALEXANDRA MOURA - FLOWER HEAD AW24/25 collection
photo: Rui Aguiar
AW24 collection
FLOWER HEAD
The idea of a world occupied by flowers gives rise to the concept of the ALEXANDRA MOURA AW24/25 collection. This collection is made from "dead stock" fabrics where some of the brand's classic raw materials are reinterpreted. Thus, a floral patchwork is born from brocades with different approaches.
The collection thrives on exercises in construction and deconstruction, classic colours, and the manipulation of some materials where buttons gain new strength. There is a play of volumes, the exercise of error, the freedom to create, and the subversion of pieces that create strangeness, imposing the brand's DNA.
New possibilities for usability and new destinations emerge. The confrontation between classic and sport, both with references from the 90s and 2000s, is reinterpreted with a contemporary and organic language. We can also find some animals on T-shirts and in the collection's accessories.
Nature and the animal world, as an integral part of the Designer's life, once again become the center of attention. The desire for a more "flowered" world continues.
About
ALEXANDRA MOURA
Based in Lisbon, Alexandra Moura creates avant-garde and contemporary collections for men and women that reflect her personality and creativity. With significant influence from both Portuguese arts and culture and a more contemporary side, the designer has a fearless approach to fashion, focusing on artistic expression and an eccentric spirit. Alexandra Moura reinterprets classic pieces with an artistic vision, making them intriguing, dynamic, and fun.
Exploring far beyond everyday pieces, the designer seeks a new approach to clothing. Without gender stereotypes and conventional use of fabrics and prints, her work is characterized by the avant-garde, reflecting her longstanding passion for Japanese fashion design. This influence is present in Alexandra Moura's work, where classic tailoring is reinvented in a playful way, with textured fabrics and modern silhouettes that create bold and exaggerated forms. Each collection is a mix of the eccentric and wearable.
Each season, the Alexandra Moura design team explores the idea that opposing forces come together, playing with contrasting ideas, textures, and references. The romantic style unites with an urban and classic look, mixed with iconic sportswear details. Feminine looks are subverted with the masculine. Romantic and artistic, the collections draw distinct parallels with Portuguese culture, recognized for its romantic and melancholic spirit.
Driven by conceptual exploration, as an alternative to conventional trends, Alexandra Moura's collections are timeless. Each collection reveals its inspirations, like a collage of fabrics, color, and textures.
With a very creative mind and an intelligent approach to design, each piece by Alexandra Moura is considered an artistic expression, designed to provide a sense of strength, independence, and individuality to the wearer.
The renowned Portuguese designer, with a strong spirit of collaboration, Alexandra Moura participates in projects outside her brand, including developing uniforms and costumes, and teaches in the Fashion Design course at the Escola Superior de Artes Aplicadas in Castelo Branco, as well as at Modatex and ETIC in Lisbon.
In 2015, Alexandra Moura was awarded the Women Creators of Culture Prize, presented by the Commission for Citizenship and Gender Equality by the Secretary of State for Culture, Parliamentary Affairs, and Equal Opportunities. The honorees are recognized based on criteria such as relevance and coherence, innovation and pioneering spirit of artistic activity, as well as the cultural impact of the work produced.
In 2018, Alexandra Moura won the Golden Globe for Best Designer, and 2019 was marked by the presentation of the AW19 and SS20 collections on the official calendar of Milan Fashion Week. In 2019, she won the Business Excellence Award in the Brand Award category, awarded by ModaPortugal and CENIT. In 2020, 2021, and 2022, she officially presented her collections at Milan Fashion Week.
photo: Rui Aguiar
