The Way She Wears: Roanne El Alaili, Fashion Tech Entrepeneur

Roanne El Alaili’s style is instinctive, expressive, and unapologetically colorful. The Swiss-Lebanese founder of pre-loved fashiom app And Again approaches fashion as a form of intuition rather than structure, dressing by feeling rather than following any set rules.

There’s something inherently playful in the way she puts things together, a sense that clothes are less about perfection and more about expression, about wearing what feels right in the moment and letting that guide everything else. Dressing up her Barbies, sketching, cutting fabrics, putting things together before she even knew what that meant: it was never about clothes alone, but about expression.

The Way She Wears (TWSW) is our way of spotlighting women whose style feels personal, intuitive, and entirely their own. Not trends, not formulas, just a point of view.

Roanne’s ID:

Roanne El Alaili, Swiss Lebanese, Fashion Tech founder

When did you know you’d be working in fashion?

Could have been the day I only played with my Barbie’s clothes instead of the actual dolls. I used to make sketched and cut up fabric (my daughter does that too) and I’ve always been quite theatrical, even from a young age. Receipt in the pics. Expressing myself through my outfits is at the core of who I am.  

Who are you fashion icons?

Iris Apfel, Cher, Elsa Schiaparelli

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What are 3 brands you could wear forever?

Moschino (vintage and new), Escada (vintage), Versace (vintage)

Four staples everyone should own?

A vintage denim jacket, some funky conversation piece heels, a bag that doesn’t look like a bag, a perfect little sexy cute summer dress

What are the regional brands you love right now?

Patile (csb graduate), Sanne, Emergency Room

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Your fashion most special possession?

My mother’s pieces. There’s a Moschino cropped blazer that I love. It represents her so completely.

A piece worth investing in?

I don’t see fashion as investments. It should just be fun.

Your current favourite song, book or tv show?

Sunny - Bobby Hebb ( i like oldies and in these times, def need some sun in my brain) Sade / paradise (in stuck on it again, and will never get over it).

Fav jeans?

This is always such a hard question because for the longest time buying jeans was the fear of my life cause I got a bunda and could never find a good waist to badoinkdoink ratio (understand waist-butt ratio). So I stopped looking at sizes and started modifying my denim. But right now my favourite baggies are thrifted Topshop and my overall fave are Agolde.