Alessandra Bruno: "Destination Haway was born from my passion for traveling"

We’re always on the run. We rush through the city, we race to catch flights that take us to new adventures, we sprint into the arms of our loved ones. We run—whether it's an escape or a reunion doesn’t really matter. With this fast-paced lifestyle, for better or worse, and a focus on travel, Alessandra Bruno founded a brand called Destination Haway. We had the chance to hear her story in her own words, and this is what she shared with us.

Destination Haway was born in 2020 from my passion for travel and my curiosity to explore the world. It was this spirit of adventure that, together with my team, led us to embark on a journey and bring the brand to life, with the mission of creating a contemporary product that perfectly blends style and comfort. Every piece is designed to be worn from morning to night, adapting seamlessly to any occasion, thanks to our focus on versatile garments made from practical fabrics—a perfect mix of aesthetics and functionality.

 

 

 

Our designs are born from a creative process that merges in-depth trend research, both contemporary and historical. Our collection reflects our vision—an approach that starts with the study of volumes, resulting in structured, sculptural designs, all while ensuring a perfectly defined fit.

 

 

For us, research and inspiration stem from a process that intertwines multiple influences: fashion trends, the energy and stories we capture from observing people on the streets, and how they express their identity through clothing. We transform what we see into creative inspiration. We let ourselves be guided by the details that tell stories, by travel, and by observing the world in all its nuances. It’s a journey of constant discovery, continuously evolving, where every experience becomes creative material.

 

 

 

Exciting new things are in the works for the coming months. Destination Haway is an ever-evolving brand—we love to experiment and innovate. In mid-April, we’re launching a new drop featuring fresh colorways, including shades of yellow and butter, showcasing both signature collection staples and brand-new pieces. And that’s just a taste of what’s coming before summer. We’re also already working on the 2026 collection, which will feature dynamic looks that capture the essence of the seasons. Materials like cotton jersey and fleece will not only offer comfort but will also be crafted into sophisticated and contemporary silhouettes, highlighted by cuts, slits, and draping. We’re introducing a new print and exploring the layering effect, allowing for multi-dimensional outfits that add depth and versatility. The proportions will be a bold mix of oversized and fitted silhouettes, carefully designed to maintain a perfect balance between aesthetics and function.

 

 

 

Material research is fundamental for us. We strongly believe in selecting high-quality fabrics, prioritizing Made in Italy. With Destination Haway, we aim to create garments that are not only visually appealing but also comfortable. Our vision of fashion is to make it responsible: we are committed to responsible production practices, minimizing waste. We strive for a more agile approach, releasing small drops to avoid overproduction. This method allows us to respond swiftly to market shifts and adapt to the new reality, where climate change has significantly transformed seasonal trends.

 

 

One of the biggest challenges for a small-to-medium brand is undoubtedly standing out in a saturated market filled with established brands, where competition is fierce. Additionally, it's crucial to create synergy between different areas such as marketing, design, and production. This synergy is essential to ensure that every aspect of the brand conveys a consistent message and that products meet high-quality standards.

 

 

 

The future of Destination Haway includes expanding through direct online sales, allowing us to build a closer connection with customers and better understand market needs. We also aim to enter the wholesale channel, partnering with select boutiques that can enhance our brand’s value and support our vision.