Our Story


With over 15 years of industry experience, Alexandra Echevarria was ready to venture out on her own to create the women’s contemporary label – varria. Graduating from the Los Angeles Fashion Institute of Design and Merchandising, Alexandra gained well rounded experience in product development, design and fit, working for large brands in the Los Angeles area – most notably BCBGMAXAZRIA.

“After graduating I got a job as an Assistant Production Patternmaker at BCBG. My degree was in Fashion Design, but I accepted the role to get my foot in the door. I kept my head down, worked hard, made connections with cross functional teams and eventually I was asked to join the BCBG Runway design team. It was an amazing experience and I attribute my attention to detail and many of my core skills to all the teams I worked with during my time there. Being on the Runway team taught me to carefully look at details and how important fit sessions were - it really taught me how to look at garments on body and how even the smallest adjustment can make a huge difference. It was an experience I’ll never forget, and I frequently reference what I learned from that time in my life because I still lean on those skills today.”

 Having her own brand has always been a dream. After attempting to launch a brand in 2013 and taking away many lessons from that venture, Alexandra was ready to try again. However, it wasn’t all rainbows and roses, and it definitely was not easy.

“I was working full time and had to dedicate my nights and weekends to Varria. It was exhausting. I would spend every night at my kitchen table sketching, building tech packs and creating specs. I was my own fit model and did whatever I could on my own to save money. Luckily my experience and skill set allowed me to have full control and do it all myself. Learning to build a website through Shopify was both a blessing and a curse – I’m not a big tech person so I had some very discouraging moments trying to figure it out, but it was also an amazing accomplishment when it was complete. My husband is also my biggest cheerleader, and he helped me whenever I needed it – taking photos, helping me create content and bouncing ideas off each other. He was my support system through all of it”.


Alexandra’s dedication and drive allowed for varria to officially go live in 2023.

 Her personal style is both edgy and rebellious. Leaning into black and white as the base of her color story – going against the grain and mixing elements of grunge with clean, quiet luxury is the basis of her wardrobe.

When Alexandra created varria, she had two goals – first, to not only provide her customers with an edgy and elevated collection, reminiscent of her own style, but to bring good quality back into focus along with it. Second, being size inclusive was something she felt was necessary and always wanted to be part of the varria DNA.

In today’s fast-paced fashion industry, many apparel brands prioritize hitting trends quickly over producing high-quality garments. This emphasis often leads to the creation of cheap, poor-quality clothing that sacrifices durability and craftsmanship for short-term profitability. Instead of investing in materials and skilled labor, these brands opt for mass production and cost-cutting measures, ultimately resulting in garments that lack longevity and satisfaction for consumers. As a result, the market becomes flooded with disposable fashion, perpetuating a cycle of overconsumption and environmental impact.

At varria, our customers and the quality of our product is always top priority. Every piece is thoughtfully designed to ensure longevity and timeless appeal. How it can be worn and why, is what drives each piece into fruition. Taking a no fuss approach, varria first launched their Core Collection which consists of elevated essentials that provide good quality, core staples for your closet in foundational colors of black and white.

Alexandra is passionate about product and plans to expand varria into a full women’s fashion collection where she can continue to provide elevated product that encapsulates her love of design.