losfelices@concepthotelgroup.es
ALICIA MORGAND: LET’S MAKE KNITWEAR GREAT AGAIN
ALICIA MORGAND: LET’S MAKE KNITWEAR GREAT AGAIN
By Laura Martínez
We sat down with the duo behind Alicia Morgand, a knitwear label based in Lille. Alicia and Baptiste are both a creative and personal couple, designing their pieces from their home/workshop in France. There, they create one-of-a-kind garments full of color and playful shapes, made with vintage knitting machines from the 80s. In a world where fast fashion dominates the industry, brands like this one are emerging, rooted in an entirely opposite philosophy: they produce without stock, only made to order, with the ethos of slow fashion and sustainability at their core. It’s a return to fashion that’s special, unique, and handmade—ready to shift the industry's paradigm.
– Alicia, you graduated from the Royal Academy of Fine Arts in Brussels. What made you choose knitwear after that? Why something so niche and artisanal?
A.M: I simply fell in love with the knitting machine while studying, and it felt like a way to create fashion from something very basic—almost ancestral. For me, creating each piece is about crafting a different experience. Every order is an opportunity to start from scratch and make something special for someone who has connected with my design. Each process is different, and I think that’s something our customers truly value. A single piece takes hours of work, and that’s reflected not only in the quality and durability but in its everyday life too.
– Your project is 100% sustainable and slow fashion, which aligns perfectly with this new wave of young designers who see fashion from a different perspective and are ready to challenge the system. Have you always created this way, or could you see the brand going more mainstream one day?
A.M: Maybe one day, if things go well, we might have some stock or a slightly more structured production process. But never at the cost of handmade work or sustainability. I’d always make sure our process stays 100% sustainable, and I’d still be personally involved in creating the garments. Although… I wouldn’t mind more hands on deck (laughs). Right now, it’s just Baptiste and me in the workshop. We’re a small brand growing step by step. Sometimes, we get more orders than we can handle. Even though our clients know they’ll have to wait because each piece is made from the moment it’s ordered, I sometimes wish we had a little more immediacy. We’re not quite there yet, but we will be.
– I’m obsessed with the fact that Alicia Morgand pieces are made using vintage knitting machines. There’s something deeply authentic about that—it reminds me of my grandmother sewing at home. How do you find these machines, and what makes the older ones so special?
A.M: Totally! It’s like going back to the roots. Old knitting machines produce a finish that’s very signature and unique. We mainly work with machines from the 80s because they suit our way
of knitting best. We find them in antique shops or through specialized suppliers. Ours are particularly special because they’ve been hacked or reprogrammed to work digitally.
– What’s your approach to communicating with customers? Since your process is so handmade, I’m curious about your main platform for visibility.
A.M: Mainly Instagram. We have a lot of customers from Tokyo and New York, who really appreciate what we do. These markets are so evolved—they’re always one step ahead, for better or worse (laughs). We’ve built a pretty loyal customer base, and we’re also gaining traction in other European countries like France and Spain.
– Puffy and balloon sleeves, color, bold shapes… your pieces have a very defined personality. What inspires your designs?
A.M: We’re vintage lovers and go to as many second-hand stores as we can for inspiration. From 80s colorful knitwear to kitsch elements to Victorian silhouettes, there’s always something from the past that we translate into our sweaters or dresses. Sometimes we just connect with a vintage piece—a shape or color combo we love—and reinterpret it our way. It’s often about intuition, that spark of connection.
– At Los Felices, we’re passionate about showcasing emerging talent like yours. What was your experience at the hotel like, and what did you think when you first got the invitation to be part of this project?
A.M: Coming to Ibiza and being part of this hotel—where fashion is honored in such a participatory way—has been a dream. Seeing our clothes on display, on those gorgeous Palm Springs-style mannequins from the 70s, within this incredible world you’ve built where fashion is the main character… it’s been magical. Honestly, when we got that email, we thought it was a joke (laughs). We couldn’t believe we had made it all the way to Ibiza, to be part of something so beautiful and meaningful for the fashion world. It’s been an amazing experience, and we’re already full of ideas for our next visit.