WORDS MAISIE JANE DANIELS - PHOTOGRAPHY (OPENING + CLOSING IMAGE) PIETRO RECCHIA - PHOTOGRAPHY (CAMPAIGN IMAGERY) JUTIAR SALMAN - SPECIAL THAKS KOUA
As the founder of KOUA, Erika Alvarez embodies the transformative power of storytelling through design. She not only crafts exquisite handbags but also weaves narratives that celebrate her heritage while addressing pressing social issues.
From her morning meditation routines that combat imposter syndrome to her commitment to empowering women artisans, Erika’s daily life reflects a holistic approach to work and wellness. Her passion for sustainable fashion shines through in her latest collection, “Acapulco – Waves of Change,” which highlights the plight of a beloved destination deeply affected by environmental and social challenges. Each handbag is not merely an accessory; it’s a carefully curated piece of art infused with history, culture, and resilience.
As she articulates her vision of elevating Latin culture in the fashion industry, Erika's words resonate with a call for inclusivity and respect for the rich traditions that shape our world. She emphasises the importance of fair compensation and collaboration with artisans, ensuring that their stories are told and their crafts are honoured.
In an F Word exclusive, we discover not just a talented designer, but a visionary committed to making a difference. Read on to discover Erika’s journey of perseverance, creativity, and community.
Maisie Daniels: Hey Erika, welcome to F Word magazine! How are you today? I’d love to know - what does a typical day in your life look like?
Erika Alvares: I’m very good, thanks for having me in your magazine! Well, all my days are quite different, but if I could describe a typical home office day: I wake up around 6:30-7:00 AM and start with at least half an hour of meditation to break the impostor syndrome thoughts and to visualise my future. I drink half a litre of water, followed by my collagen dose, then I prepare my cup of coffee and start tackling the priorities on my to-do list.
Around 12:00 PM, I make sure to get at least 40 minutes of exercise, which could be going for a run or lifting some weights in the garden of my house, followed by lunch. I then do another shift of work, which involves home office tasks, e-meetings, and, of course, interacting with my audience on social media. I make sure I disconnect from my phone at least two hours before going to bed.
MD: Let’s go back to the beginnings of KOUA. How did the idea for the brand come about?
EA: It started in London during my master’s degree in fashion, when I was the only Mexican among approximately 40 girls from around the world. I had always wanted to represent my country in some way, and what better way than through what I love the most: fashion. I felt so fortunate to be able to study abroad, and I felt a strong need to give back to people in local towns who don’t have the chance to afford education, and therefore face limited opportunities. After finishing my master’s, I returned to Mexico and began working on the business plan and pitching the idea to investors.
MD: Your new handbag collection recently launched after debuting at London Fashion Week - congratulations! How was your Fashion Week experience? What did it feel like to showcase your collection on such a major platform?
EA: Thank you so much! It was a great experience. This was my second time showcasing some of my pieces during London Fashion Week, and this time it was part of a Latin celebration. I joined forces with two other Latina entrepreneurs, and we had collaborators like Tequila Casa Don Ramón and Ruta Maya Rum, which helped create a truly Latin atmosphere at Monmouth Kitchen in Soho. It was so nice to speak one-on-one with people about my collection and to deeply explain the feelings behind it.
"I can’t turn back time, but I can express through my handbags what I cannot articulate with words."
MD: Your new collection is called “Acapulco – Waves of Change.” What inspired this theme, and how does it reflect your personal connection to Acapulco?
EA: I wanted to raise awareness of the situation in Acapulco, which was once a popular spot for celebrities in the 1960s but has recently become a victim of the wave of insecurity that has affected many local businesses and its residents. Additionally, last year it was hit by 'Otis,' a tropical storm that shockingly turned into a Category 5 hurricane in just one day, leaving the surroundings devastated. Sadly, while they were still recovering, another hurricane struck two weeks ago, impacting not only Acapulco but also several nearby towns.
This collection not only portrays my childhood memories in Acapulco, but it also tells the story of how this place has been impacted by environmental and social issues. I can’t turn back time, but I can express through my handbags what I cannot articulate with words. Apart from that, my family is from a local town in Guerrero, the state where Acapulco is located, and I’m so proud to have the chance to collaborate with artisans from the state that is part of my family heritage.
MD: You mentioned the importance of storytelling in your designs. Can you discuss how each bag in the collection tells a unique story?
EA: I want people to buy not just a simple handbag, but a piece of art that expresses my feelings. Each handbag is titled something remarkable, whether it’s related to the local community from which the textile originates, memories from my parents' hometown, or highlights from Acapulco—all aimed at raising my voice about what is happening. The collection uses vegan leather made from pineapple and recycled cotton.
MD: I love the use of pineapple leather, can you expand on that?
EA: I found the pineapple leather to be very innovative and sustainable, and I loved how it looked when mixed with my kouastudio.com textiles, especially the recycled line, which is very easy to customise in terms of colours since we work directly with the artisans, and it’s made on a pedal loom in Oaxaca. In addition to using handmade textiles with designs from local communities in Guerrero, I think all the materials were perfect for this collection!
MD: How do you ensure that the artisans you collaborate with are supported and fairly compensated for their craftsmanship?
EA: By paying fairly at Koua, we ensure that at least the minimum salary per hour is covered, while also giving credit to the artisans and the communities where the embroidery originates. I explain the process behind each piece, mentioning the name of the artisan who made it and sometimes what it means to them. By doing this, I'm helping to preserve traditional techniques passed down through generations.
On the social side, I enjoy making direct connections with the artisans. This not only helps me portray their art and stories better in my collection but also empowers them. I am committed to working mainly with women to contribute to closing the gender gap.
"I would like to break the stereotype of Latina women around the world, and I hope this collection helps raise awareness of what is happening not only in Mexico but in many countries across Latin America."
MD: In the wake of Hurricane John, how has KOUA Mexico adapted its mission to support the affected communities in Acapulco?
EA: For our long-term mission, we aim to continue working with local communities in Guerrero and help them recover from the destruction caused by hurricanes, which is particularly challenging for disadvantaged communities. We also hope to inspire other designers to incorporate these textiles into their collections.
MD: Can you describe the specific initiatives you’ve implemented to raise funds and awareness for Hurricane John relief?
EA: We decided to open a portal for donations on our website to provide immediate help to the local communities affected, some of which include artisans we have worked with. It’s not enough to just raise our voices in these situations; people need to recover their normal lives as soon as possible.
MD: Empowering women in fashion is clearly important to you. Coming from an all-female team at F Word, I love this! Your initiative aims to empower female fashion designers and entrepreneurs. Can you elaborate on how you plan to achieve this through your hub?
EA: I’ve been so lucky to learn from other women leaders about how to collaborate in a parallel scheme, where we appreciate each other’s talents and join forces instead of competing. By 'parallel scheme,' I mean that no one has more power than the others; we complement each other according to our skills, talents, and experiences. In this hub, I will bring together the creativity of each person, mixed with kouastudio.com textiles, and by using my skills in fashion marketing, we will make magic happen!
MD: The collection pays homage to Mexican artisan traditions. What message do you hope to convey about Latin culture through this collection?
EA: We Latins are sadly underrepresented in the fashion industry, even though we are rich in cultural traditions and possess a lot of talent. I would like to break the stereotype of Latina women around the world, and I hope this collection helps raise awareness of what is happening not only in Mexico but in many countries across Latin America.
"When you are looking for a social cause to incorporate into your collection, look inside yourself and ask: What experiences in life have shaped you? What motivates you? What values and morals are important to you, and what do you want to be remembered for?"
MD: Are there any upcoming projects or collaborations that we should know about?
EA: Yes, there are some exciting upcoming projects and collaborations for the next fashion week with other women who align with my vision and values, but those projects are still in the works. They will be revealed in the next couple of months!
MD: What advice would you give to aspiring fashion designers who wish to incorporate sustainability and social empowerment into their work?
EA: When you are looking for a social cause to incorporate into your collection, look inside yourself and ask: What experiences in life have shaped you? What motivates you? What values and morals are important to you, and what do you want to be remembered for? In the answers, you will find the social cause you are aligned with, which will help you develop a more genuine campaign and create a social impact.
MD: How important is it for new designers to understand and respect cultural traditions in their work?
EA: It’s very important. The future of fashion is handmade, so the industry will likely see more greenwashing as a result. I would advise new designers: if you want to implement cultural traditions in your work, make sure you do it the right way. First, find the reason for portraying their art in your collection and conduct proper research about the local community you want to collaborate with. Give credit for their artwork, not only to the artisan who made it but also to the entire ethnic community, as it represents their cultural heritage that has been passed down through generations.
Ensure you pay fairly and build a connection with them, just as you would with any other colleague at work. If cultural barriers prevent you from approaching them directly, seek companies like mine, kouastudio.com, that act as intermediaries. You can also approach workshops in local towns that are already organised within their production chain, as this will simplify the connection. Be honest and be transparent.
MD: Finally, this is F Word magazine, so we have to ask - what’s your favourite “F” word?
EA: Family - this may sound a bit corny, but I’m healing family issues through this collection.
