Elle Décor placed it first in their list of “10 new launches that caught our eye at Spring Market.” It earned mention from Architectural Digest and Galerie, as well. And many of the retailers and designers who saw the debut of the new Alfredo Paredes collection by EJ Victor hailed it as the most exciting launch at Spring Market.
Although this is the first collection to bear his name, Alfredo Paredes has more than three decades of interior and product design experience. As Executive VP and Chief Creative Retail Officer at Ralph Lauren, his sophisticated style graced international stores, iconic restaurants, and billions of products from furniture to flatware to fabrics.
“I left Ralph Lauren in January 2019, and a year later, I launched my interior design studio,” said Paredes. “When John Jokinen, Chief Creative Officer of EJ Victor, saw the announcement, he sent me a congratulatory text and asked if I’d be interested in a partnership.”
Jokinen had worked closely with Paredes when EJ Victor was licensed to produce the Ralph Lauren Home Collection. “Alfredo is a huge talent,” said Jokinen. “His clarity, taste, and sensibilities are in complete alignment with the aesthetic that defines our brand. We were thrilled to reunite to create his first solo collection.”
With this collection, Paredes is making a more personal statement. It reflects his love for European antiques and the flash and glamour of growing up in Miami in the 1970s.
“I feel so fortunate to be able to do this,” said Paredes, “I wanted this collection to be warm, inviting, comfortable, understandable, timeless, and sexy. Together, we achieved it all!”