I started illustrating prints back when i was still attending university. I realised I wanted to make products and clothes more colourful
after seeing works of William Morris and Josef Frank.

Working as an illustrator/designer I collaborated with many fashion brands and worked on so many amazing fashion projects.
But ever since I was a teenager, I dreamed of having a fashion brand with my own prints and my own designs.
This is why I decided to start my own brand, “By Alja Horvat” in 2021.
I combined my love for the 60s and 70s, vintage things and fashion and turned it into prints and clothes.

Prints are usually either created in-house by the textile designer, outsourced through freelance designers or bought from print studios.
Fashion brand owners usually don't create their own prints, and this is what makes this brand special.

I create both prints for my fashion label and design clothes.

Mua Masa Erculj
Models Alisa Kasjak Gutman, Petra Skabar