From Marrakech to Menorca: Alémais Expands Its Resort Vision
Australian label Alémais is taking its destination storytelling to the next level. On Wednesday, the brand will unveil its latest resort collection on the Spanish island of Menorca, following last year’s buzzy show in Marrakech. Founder and creative director Lesleigh Jermanus says the move is about turning resort wear into a mindset, not just a seasonal category.
The brand has been riding a wave of momentum. After appearing in hit shows like “White Lotus” and “Beef,” Alémais now sells in more than 600 stores across 55 countries. Wholesale remains the backbone of the business, with international accounts driving growth. “We couldn’t stop after Marrakech,” Jermanus says. “We had to keep pushing forward.”
Menorca was chosen on instinct. Jermanus recalls a rainy trip to Spain that cleared up only when she found the artist and location for the show. “It felt like divine intervention,” she says. While Marrakech introduced the brand to a select group of guests, Menorca is about deepening those connections and expanding the wardrobe. Guests will enjoy a three-day escape with island exploration, poolside moments, and dinner at Humo, a restaurant run by local chef Gabriel Gonzalez Andrade.
The show itself will take place on Isla del Rey, a tiny island off Menorca. Guests will arrive by ferry, watch the sunset show, then enjoy dinner and a performance by a local musician with what Jermanus calls a “hauntingly beautiful voice.”
The collection draws on the romance of a temporary escape. Silhouettes are feminine and closer to the body, with a mix of masculine and feminine energy inspired by the island’s rocky terrain and clear waters. “It’s about a moment where you’re out of touch and free to be yourself,” Jermanus says. A collaboration with Mallorca-based artist Sophie Wahlquist adds a unique touch.
Alémais is also pushing beyond traditional holiday clothes. “We want to expand the wardrobe with versatile pieces you can wear to the beach and then to dinner,” Jermanus explains. Despite struggles in the U.S. wholesale market, the brand has shifted toward independent boutiques that perform as well as department stores. “Our compound growth has been steady for five years,” she says. “We just keep experimenting and keeping the community inspired.”