The Founder and Designer
Our
Story
AELOO was brought to life by its founder, Monica Valderrama, who spent over 14 years honing her craft in the fashion industry as a designer, working for both boutique labels and corporate entities. From a tender age, Monica's enthusiasm for the arts, specifically for designing clothes, was remarkably evident. A series of fashion internships and an apprenticeship in patternmaking opened the doors to her first job as an assistant, a role that she embraced with a passion that made her anticipate each new project eagerly.
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However, as her career advanced, Monica found herself increasingly detached from the hands-on creative process she adored, confined behind a computer screen. The industry was rapidly shifting, with production being outsourced to overseas factories and the artistic development process being replaced by tech pack reports for these facilities. The pace was relentless, the industry’s wasteful practices growing. High-end labels that once prided themselves on avoiding 'Made in China' labels, started succumbing to outsourcing to increase profits. The excessive production and resultant burnout started to take a toll.
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In response to the mounting excess, Monica's vision for AELOO was conceived - a sustainable fashion label dedicated to creating innovative designs while maintaining a delicate balance with Mother Earth, minimizing waste wherever possible. Despite the challenges faced in the industry, Monica's passion for design remained unquenchable, prompting her to launch AELOO. Equipped with her gathered patterns, machines, fabrics, and the knowledge to perform every task herself, Monica brought her long-cherished mission to life.
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