Words With Friends: Alejandra Echeverria
Conversing with the designer behind Frances de Lourdes on what inspired her to make a really great t-shirt...
Hey there! Everybody good?! (*in my Angela Bassett voice)
I hope that wherever you are in the world you are staying hydrated, wearing sunscreen, and enjoying summer, since it’s boiling hot up and down the east coast!
What is the one article of clothing that you just can’t have enough of? As a self-proclaimed jeans and t-shirt gal, there is nothing that I love more in this world than a great t-shirt. And regardless of weather, it’s the single article of clothing I gravitate to year round. I find myself always on the quest for the perfect tee. And as an editor, I’ve come across some really amazing brands out in the market who do the everyday staple very well. While the special list I’ve accumulated over time of certain brands that I like to constantly revert back to depending on the shoot or outfit needs has grown, the one brand that constantly comes to mind is, Frances de Lourdes. I was first introduced to the brand back in 2017 when designer, Alejandra Echeverria, had initially launched and when I was an assistant at ELLE and was slowly dipping my toes into the world of market and going on appointments. This is the part of my job that I’ve found instantly rewarding for the connections I’ve been able to make with designers and publicists, as they open my eyes to some incredible brands out in the world. This is the reason I wanted to start between friends. To share with you, my friends (near & far), further insight on really special people behind really really incredible brands.
Starting off this monthly conversation series, please meet Alejandra Echeverria of Frances de Lourdes. If you don’t know this brand by now, you should. Frances de Lourdes, named for the middle names of her mother and father, respectively, Alejandra was indeed “quiet luxury” years before it was being tossed around so frequently. Initially launching with seven t-shirts and tanks, utilizing the finest materials including cotton, silk, and cashmere, the brand has now expanded with adding supremely divine pant options, the coziest knits, and perfect blouses. “Starting Frances de Lourdes also felt like an opportunity to work at a slower, more thoughtful pace. I love that most of the styles we launched with are still in the collection years later and we’ve expanded into other categories bringing that same luxe ease and elegance,” says Alejandra.
This profile has profound meaning for me as I remember sitting across from Alejandra at Locanda Verde before she relocated to Canada and telling her about my desire to launch this Substack. It was her belief in me to push this through, and for that I wanted to start this series with her.
This interview has been edited and condensed for clarity.
Kia: What is your earliest memory of a good t-shirt?
Alejandra Echeverria: As a kid, sometimes I wore my dad’s t-shirts to sleep in. There is comfort in that.
What inspired you to launch your brand back in 2017?
I worked as a designer for many years. After leaving my last full time job I started making clothes for myself including a t-shirt. I always loved wearing worn-in vintage tees but wanted a more luxurious and put-together version as I got into my 30’s — an elegant, elevated tee didn’t really exist at the time. I ended up making our Johnny tee and quickly realized I wasn’t the only one who loved it! Starting Frances de Lourdes also felt like an opportunity to work at a slower, more thoughtful pace. I love that most of the styles we launched with are still in the collection years later and we’ve expanded into other categories bringing that same luxe ease and elegance.
What were the first t-shirt styles you released and was the inspiration (or prototype) from your dad’s t-shirt?
It wasn’t the direct inspiration but there were some similarities. When I launched the collection, I had seven styles of tees and tanks in different silhouettes. The Johnny tee was the first style I made and it pushed me to create the collection. This was based on a favorite vintage men’s tee I had loved and worn a lot. Over time it had shrunk in length and the fabric had thinned out a lot and was super soft. We’ve definitely maintained influences of menswear in the collections throughout.
As a designer, does fear ever get in your way? How do you overcome this?
Not so much any more, experience has definitely calmed that. Also designing pieces that I myself love and am excited to wear always feels worth it.
What keeps you going to design and create?
Changes in life, mood, and trends. With designing I am constantly reacting to what I or others want and that naturally evolves over time. Also just wanting to grow our collection and continue the story we’re telling with Frances de Lourdes.
What is the story you’re wanting to tell with Frances de Lourdes?
Doing things slowly and thoughtfully. Creating a space for these intimate moments for women to pause and enjoy a softer, more gentle approach within their busy lives. The ease and sensuality of the first pieces have really guided the collection itself. Then layering onto that, we’re starting to build a little more color and texture into the line, which I’m really excited about.
Is there a lesson that you learned later in life that you wish you would have learned sooner?
To really trust my instincts.
What are you most looking forward to about summer?
Slowing down a bit. Fresh fruits and vegetables. Lazy days with friends and family.
If someone was trying the brand for the very first time, which three pieces would you recommend?
I love to figure out the right pieces that will work hard for each person but generally one of our tees, a tank or cami, and a pair of our pants. For the tee, the Johnny tee, because it really launched the collection and is also still our best selling style. The Keaton cami is another favorite year round and very versatile. And right now I’m really excited about our Nora pants, which is an easy, pull on silk pant that can be dressed up or down and will be in heavy rotation this summer.
As a designer, what is something that you admire or like from another designer? What are some brands you are buying?
I love to see all these independently owned and women-led brands with different points of view. Even when it’s not necessarily my taste I admire how they’re telling their stories and growing their businesses.
I don’t buy a lot of clothes because I’m very particular and I usually get to make the things I’m coveting. There are a few jewelry pieces I’ve been eyeing and will be saving up for from my friend Jennifer Alfano’s collection, which I’m obsessed with! I recently bought a purse from Savette that I love. Their pieces are beautifully made. And a new pair of Emme Parsons sandals for summer.
Thank you for reading. Stay tuned for next month’s Words With Friends.
Until next time,
xo Kia