ALEJANDRA CAVADA
Founder and Creative Director of WHO CARES LABEL

Alejandra is a costume designer, founder and creative director of WHO CARES LABEL, a Chilean maison that explores contemporary luxury through material memory, transformation and craftsmanship.

Born in Antofagasta, Chile, she has more than twenty years of experience linked to the world of fashion.

She developed much of her professional career in Canada, where she built a multidisciplinary perspective based on costume design, styling, fashion production and visual merchandising, including her participation as a designer in Western Canada Fashion Week 2015 in Edmonton.

This international experience helped shape her own creative language, situated at the intersection of craftsmanship, designer fashion, and circularity. After returning to Chile and spending several years away from the industry, she resumed her creative practice in late 2024, inspired by the conscious fashion movement.

Thus was born WHO CARES LABEL, a brand whose name —“Who cares?”— functions as a provocation: it invites us to question established ethical and social codes and, at the same time, vindicates the freedom to be who we really are.

In November 2025, she was selected as one of the five emerging designers of Chile Fashion Week, where she presented Hereditas, a collection inspired by sacred geometry, fractals, and Elizabethan collars from a contemporary perspective.

In 2026, her work was selected to participate in Madrid's Circular Fashion Week, marking a new milestone in the international projection of her proposal.

From WHO CARES LABEL, Alejandra creates unique pieces and limited editions, made entirely by hand in Chile from high-quality reused silks.

Her practice presents a vision of luxury in which value does not reside in mass production, but in the time, the craft, the uniqueness and the history that each piece is able to preserve and transform.