Italian-born and London-based designer Alessandra Rich has taken the fashion industry by storm. It is an exceptional story of an exceptional woman, who started her career in real estate to become one of today's most desirable fashion designers. Alessandra decided to follow her passion and entered the world of fashion as a newcomer: "It happened, without a specific background, I believe that 'things are in the air', I just breathed in that air." says Alessandra. As the story goes, she had her breakthrough when Natalie Massenet signed Alessandra's collection up for Net-A-Porter during Paris Fashion Week. Since then her signature full-length lace dresses are equally loved by celebrities and fashion editors around the world. Alessandra has found her place while reinventing the long dress: "I proved that full length could still look appropriate for less formal occasions." says the designer. For her it's all about dressing down to dress up.