Alaire is a unique fashion brand based in Barcelona that has evolved from selling ceramic jewelry to integrating these artistic elements into clothing. Founded by designer Laia Canales, who began her creative journey making bracelets as a child, the brand has gained popularity for its fresh and artistic approach to fashion. This innovative combination aims to resonate not only with local customers but also with a wider, international audience.

The brand's development has been described by Canales as "very organic"; she started out as a personal project, which unexpectedly gained traction when she shared her designs on social media. This prompted inquiries and purchases from interested customers, signaling a promising market viability for her creations. The incorporation of ceramics, traditionally considered as accessories, into clothing offers a novel perspective and has resonated particularly well with contemporary trends that favor unique and personalized fashion items.

Alaire's ascent has not gone unnoticed, with renowned figures such as singer Rosalía showcasing interest in their pieces. This notable attention signifies a growing trend in the fashion industry where craftsmanship and innovative materials play crucial roles in design. As Alaire continues to develop its brand identity and expand its product offerings, it stands at the forefront of a burgeoning niche that blends art with fashion in a way that appeals to both aesthetic sensibilities and sustainability considerations.