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The Soft Power
How ALAS Became a Community-First Brand
Images by Caterina Iannolo & Kathrine Maron
As an indie brand, the challenge was clear: how do we navigate
the glossy, “more-of-the-same” commercial style the fashion market
expects from brands, while keeping our own voice
without losing the attention of those who truly matter—our
community. Our team said, “Ok babe, challenge accepted.”
Instead of dictating, we chose cultivating. Instead of imposing, we started proposing and composing. We realized that a brand built from the ground up cannot thrive in isolation—it must grow with those who care about it, live with it, and wear it. How things are done at Alas: every decision, every design, every detail passes through the lens of our community culture. From the first sketches to the photoshoots, we invite community dialogue, not monologue. Our ideas are inspired by real voices, shared stories, and collective curiosity.
To be a brand in a brand building culture beyond products and collections isn’t entirely easy. It takes daily challenges on how to manage the puzzle of market, export, quality and community but it’s 1000% worth it.
Being a community-first label
means shaping the brand
alongside the people who live it.
By making community the heart of our brand, Alas has become this little planet where creativity, connection, poetry addiction and a kinky sense of humor reflects a shared pulse: for example our silk carve Late Bloomer has become a love letter to our community’s artists and girls finding their passion at any age (because you know... girls are ageless). Our collaborations with Instagram darlings like vannavvanna or alicebettes are among a gallery of epic content that impacted in thousands of people on how to wear Alas creating imagery that takes outfit styling to an art form.
Being a community-first label means shaping the brand alongside the people who live it. Every design choice grows from real connections, shared stories, and the energy of a community that moves with us.
Because in the end of the day, the voice of Alas is not just ours—it’s yours too.
Images by: Ara Radvile, Daria Rosenstein & Daria Mykhaliuk, Couryney Mawhor, LeeAnn Leuck, Vanna Jimenez, Lavignia Guglielman, Alice Betts Kriste Stan
