From Childhood Dress-Up to Fashion Visionary
Roanne El Alaili’s journey into the world of fashion began in her mother’s closet. As a young girl, she found joy in playing dress-up, exploring the colors, patterns, and textures of her mother’s clothes. This early experience sparked a fascination with fashion as a form of storytelling. “It wasn’t just dress-up; it felt like I was stepping into her world and her memories,” Roanne recalls. This realization—that clothing holds emotions, history, and life—laid the foundation for her future endeavors in the fashion industry.
Building &Again: A Circular Fashion Marketplace
Roanne’s passion for fashion and storytelling evolved into a commitment to sustainability. Recognizing the environmental impact of the fashion industry, she founded &Again, a circular marketplace designed to make second-hand fashion accessible, stylish, and socially engaging. The platform allows users to buy, sell, and discover pre-loved fashion items, promoting a more sustainable approach to consumption.
“&Again is a space that combines my love for storytelling, sustainability, and style,” Roanne explains. “It lets me be creative, conscious, and connected to people all at once.” By integrating technology and community, &Again aims to shift consumer behavior towards more conscious fashion choices.
A Non-Linear Path Fueled by Creativity
Roanne’s professional journey has been anything but linear. She has explored various creative fields, including branding, packaging, advertising, events, and even worked with other preloved fashion platforms. These diverse experiences have equipped her with a unique perspective on the fashion industry.
“I’ve always followed curiosity, not a straight path,” she says. “All those experiences—the wins, the failures, the detours—they weren’t random. They were building blocks.” This mindset has allowed Roanne to approach her work with resilience, curiosity, and intentionality, leading to the creation of a brand that reflects her values.
Empowering Others Through Purpose-Driven Fashion
Roanne’s vision extends beyond building a successful brand; she aims to inspire a cultural shift in how people perceive fashion and consumption. By demonstrating that style and sustainability can coexist, she hopes to make conscious choices feel cool, easy, and personal.
“If I can make conscious choices feel cool, easy, and personal—especially in this region—then I’ll feel like I’ve done something meaningful,” Roanne shares. Her goal is to be remembered as someone who led with purpose and creativity, opening doors for others, especially women and creatives, to do the same.
Lessons Learned and Advice for Aspiring Creatives
Reflecting on her journey, Roanne emphasizes the importance of trusting one’s instincts and embracing the process. She advises her younger self—and others—to protect their unique ideas and let them lead the way, even when the path is uncertain.
“Especially as a creative, imposter syndrome creeps in constantly,” she acknowledges. “But I’d say: you are [enough]. And those ideas, those feelings, that weird spark you can’t explain—that’s your magic. Trust it more. Protect it. And let it lead the way.”
The Future of &Again and Sustainable Fashion
Currently, Roanne is focused on expanding &Again, aiming to make sustainable shopping effortless, expressive, and fun. The platform is still in its early stages, but the vision is ambitious: to transform how people consume fashion in the region by making circular choices more desirable and accessible.
“What I’m building now aligns so closely with my long-term goals because it brings together everything I care about—fashion, sustainability, storytelling, creativity, and impact,” Roanne explains. “&Again is that first real step, and it’s just the beginning.”
Conclusion
Roanne El Alaili’s journey from a curious child exploring her mother’s wardrobe to a fashion-tech entrepreneur exemplifies the power of combining passion with purpose. Through &Again, she is not only creating a platform for sustainable fashion but also inspiring others to embrace conscious creativity. Her story serves as a testament to the impact one individual can have in transforming an industry and empowering a community. Do follow her on Instagram Founder of @andagainandagain.app and Creative work on @roanne.creativedirection.
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