We were lucky to catch up with Jessica Rose Moreno recently and have shared our conversation below.

Jessica , thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

Yes! My business is values-driven, over profit-driven. I see it as an ever-evolving project, one that allows for constant evaluation and experimentation, in order for our practices to be the most kind towards those I collaborate with and the planet. Every decision taken, we aim for it to be the most conscientious decision possible, even if pain-staking at times– well, we have to get uncomfortable to challenge the industry standard that has brought great harm to our environment, the workers and the consumer mindset. Rose Moreno is more about less is more, quality over quantity and paying the makers the price they set and deem fair– this inevitably limits our profits. But that is ok, it is about shifting the expectations of those setting up business– can we shift to an ‘enough’ attitude, away from a ‘more more more’ attitude? Therefore focusing on the equitability of a business towards its workers and collaborators. We spread this message through our social media, our copy and transparency charts, which share the costs and times involved in every piece. I aim to migrate towards a non-profit business model, and prove that great fashion really can do good.

Jessica , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As a child, I remember always being hugely inspired by the diverse textiles and costume of Mexico, my mother’s country and took a keen interest in indigenous crafts. Through travel in Mexico and beyond, and my parent’s passion for the arts and history, I was attracted to the art & design world. I did a foundation in Art & Design at Central St Martins (London), which affirmed my interest in fashion, and I went on to study a Bachelors in Fashion Design at Kingston University (London), a renowned course. I went onto have a fairly successful career in the industry, starting in a high-end Japanese brand, then working for major brands, such as Burberry and Zara. Experience in the high-end brands taught me quality and refinement, however, the pace of the industry, the unfriendly hours, the pressure on the suppliers, the competing egos, poor management and the crazy consumption/waste of the large brands sapped my soul. I questioned everything, needed to get out and use my skills/knowledge for something meaningful and healthy. It was 2017.

I tapped into what had inspired me into fashion and textiles in the first place, and realised that I had detoured massively. I had always been drawn to the colour, pattern and craftsmanship of indigenous Mexican textiles, and especially the beautiful people. With every respect towards the origins of the craft, I was convinced that something could be done to marry contemporary design and this ancient craft, whilst benefitting the livelihood of the communities, and enhancing the appreciation for their skills. I now felt that I had the experience and capacity to start something on my own. I started researching the business, getting in contact with some artisans I’d met on previous travels and moved to Mexico in 2018 to set up Rose Moreno.

The business launched in 2020 with a very successful Kickstarter campaign after 2 years of intense research and constructing a supply chain from zero.

Rose Moreno designs and produces 100% handcrafted contemporary womenswear that is versatile, timeless and easily-worn, focusing on shirt-dresses and blouses. They are staple statement pieces in unique fabrications balancing colour and neutrals in predominantly local organic cotton from a regenerative farming project. We share the full process and costings with out followers and customers, so that they can make fully-conscious purchases with peace-of-mind that their purchase has done the best possible for people and planet.

I am so proud that we have proven that it can be done, along with some other fantastic contemporary artisan brands. And I am so proud of the quality that we achieved from the fabrics through to the finished garment. I am super proud of the relationships that we established in the supply chain and the overcoming the challenges in our differences, nurturing open communication with the artisans. We have established a loyal following who truly believe in what we are doing and eagerly await our relaunch.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

I’ve had to unlearn the narrative of the ‘Saviour’, or to be more specific, the ‘White Saviour’. I am half-Mexican and have been brought up to be passionate about the culture, but I am white and privileged and a complete outsider to the indigenous communities and their culture.
In the very early days of my project, I was falling into the subconscious trap of wanting to and believing that I could help t improve the lives of the indigenous communities, as they have been subject to prejudice, racism and deprivation for centuries. But I gradually realised my vision was flawed, or at least the angle I was taking. I realised that the indigenous artisans are very capable and must forge their own path and future, without outsiders imposing what they think is right. I realised that I had to treat it like a transaction, like I would with any other ‘supplier’, however encouraging open dialogue, a safe-space for the artisans to express their aspirations and their limits, and for us to learn from each other and work truly collaboratively, respecting our cultural differences/outlook finding a middle ground. I am still learning and developing in this area.

How’d you build such a strong reputation within your market?

Transparency and sharing the process in a sincere and authentic way, whilst getting endorsements from suited micro-influencers that share Rose Moreno’s values; through to delivering high quality product and a personal customer experience.

Contact Info:

• Website: www.rosemoreno.com
• Instagram: rosemoreno_mx

Image Credits
Maria Fernanda Segura Ximena del Valle Caly Rodriguez