Women Who Launch: Alexandra Popa of Bordelle

What’s your earliest fashion memory?

I remember being fascinated and loving to watch my mother so gracefully working an old Singer sewing machine. She had one set up in her room. It was her way of totally switching off. She was extremely creative and self-taught, having learnt pattern cutting from books and editing the patterns of garments she wanted to improve the cut of. She also made some of my most fabulous dresses on this machine and I remember loving the fact that I owned something unique, made just for me! This was her true passion, which evidently was passed down to me to some degree. I loved the attention to detail she put into everything being perfect and crisp. She had incredibly good taste, always wearing heels and red lipstick, she embodied femininity to me.

How do Bordelle pieces differ from other luxury lingerie garments?

Bordelle is another level of craftsmanship. Every piece is made to the highest standards, and we are obsessive about the details. Our gold fixtures are 24-carat gold plated, we use the finest Swiss lace, and our signature adjustable strapping gives incredible flexibility and allows each piece to fit the body in such a beautiful way. The adjustability feature has been created by Bordelle and is unique to the brand. It is not only functional but has such a strong aesthetic that has made Bordelle pieces instantly recognisable.

Who is the typical Bordelle customer?

She is daring, bold and feminine, and she cares for herself. She has a strong personality in her job and outside of her job too. She knows who she is and she isn't afraid to express it.

What do you love most about the London fashion scene?

It is forever evolving and quirky. There is a creative spirit and an edge here like no other city has. London fashion is really about expressing your personality, but it is also about the zeitgeist.

You think of Vivienne Westwood or Alexander McQueen, there is always a point of view, a sense of individuality and a willingness to challenge what has come before. Today I think the fashion scene in London is more toned down and designers are more risk averse, but this has more to do with the rapidly changing times and the volatility of the industry in general.

Can you tell us more about some of your hero products?

In our latest launch, REN, each style is such a showpiece. It has that very distinctive 'Bordelle' combination of structure, detail, sensuality and beautiful craftsmanship. 

Some of our Signature styles, such as The Waspie and Syra Dress have become recognisable Bordelle pieces. These are investment styles that can also be styled with RTW and worn out. What I love about our collections is that there are styles that feel incredibly powerful and architectural, alongside pieces that are softer and more delicate. We have added our version of ‘everyday Bordelle’ pieces and I am excited to be growing this range going forward. They all have the same attention to detail and the same feeling of empowerment, but they speak to the different moods of a woman.

What’s the biggest challenge you’ve had to overcome as a founder and creative director?

Keeping the team together and moving through tough times with agility and flexibility.

Building a business is never a straight line. There are amazing moments and there are difficult moments, and as a founder you have to keep moving forward even when things feel uncertain. I have learned that you cannot do everything yourself. Your team is incredibly important, and you need to trust people, communicate clearly and openly, and give everyone the space to bring their strengths.

For me, leadership is also about looking after my team, keeping the energy flowing in the right direction and bringing inspiration and motivation during challenging times. I have become much better at adapting, listening and knowing when to change direction.

How does sustainability influence your designs?

It is somewhat of an oxymoron to refer to fashion as sustainable because even luxury fashion toady has become so fast and ubiquitous. There is so much pressure from the industry to constantly create beyond what is good or necessary, but clever designs are timeless. This is what we have done with our Signature range, and we are continually trying to break away from the model that focuses on rapidly churning out new designs to just sell. We design with longevity in mind by not focusing on trends. We think about how we can do business more ethically throughout the process, particularly because craftsmanship and longevity are naturally part of what we do. We want our pieces to be loved and worn for a long time rather than being disposable. 

I believe there is a lot of work to be done here, and sadly being sustainable is very expensive for businesses. On a practical level, we have moved the majority of our packaging to more conscious options, we use embroideries where the base is made of repurposed plastics, we limit waste by manufacturing limited runs and most importantly, we own and control our production and distribution, and this level of control allows us to step-by-step implement more sustainable measures. For us, it is about making things with intention rather than simply making more.

What does a typical day look like for you?

It is busy! I always start my day with a calming cup of Earl Grey tea for a reset, have breakfast with my two girls, do the school run and then head to the office in West London to be with my team.

It is so inspiring to work with an all-female team. The atelier side of the studio is open plan, and this is where I sit as I love to be in the middle of where our garments start their journey. Alongside the sewing technicians, pattern cutters, and garment technologists we are constantly thinking up a storm about how to improve and innovate. I may then take meetings in the office side of the studio, to go over sales and marketing plans or look over production numbers. Most of my time is spent in meetings with various departments, and during trade, with clients.

Then I rush home in time for dinner with the children. Sometimes I'll even leave earlier so I can do the pick-ups. Once home I put all the screens away to focus on family time. It is quite a fast day. I never know where the time goes, and I always wish I had more of it.

What is it about your job that continues to inspire you?

I love the women around me and working with my two teams: the London based Bordelle team and the Romanian based Atelier Bordelle Productions team, where our garments are manufactured. That is probably the biggest inspiration for me.

I am constantly inspired by the women who wear Bordelle and by the women who work here. There is so much talent, creativity and energy in the business. When you see people who really care about what they do, it makes you want to keep pushing forward.

Is there a particular business skill you’re trying to master?

Time management! I think if someone can teach me how to create an extra five hours in a day, I will happily pay them a fortune. I am still trying to master the art of doing everything without actually doing everything, which is probably the ultimate founder skill.

What does it take to be a female entrepreneur?

It takes a lot. We women have many roles in life, we are daughters, mothers, sisters and leaders, but we manage these roles. I feel women are especially good at reading a room and finding solutions. We often have to understand many different people and situations at the same time, and I think that can be a real strength in business, especially in the creative industry that I'm in.

I try to work to my strengths and stay true to myself. I don't think you have to become someone else to be a successful entrepreneur. You have to find your own way of doing things.

What’s next for Bordelle, and how would you like to see the business evolve in 2027?

We are building a school at Atelier Bordelle Productions in Transylvania, Romania, and I am super excited about this. Training the next generation is incredibly important, especially when you are dealing with craftsmanship.

There are skills that take years to learn, and we want to make sure that knowledge continues. For me, the school is about investing in the future of craftsmanship and giving talented young people the opportunity to learn these skills properly.

In terms of product launches, the big reveal is happening in March 2007 with our new Swimwear collection. Swimwear has been in development for several years and is the natural new category to add to the brand. I would love to see Bordelle continue to grow in product categories as well as internationally while remaining true to what makes us special, our craftsmanship, our creativity and our team. That balance is very important to me.

www.bordelle.co.uk