MILAN — Behind the new label Alexa Fairchild is a family project.
“Alexa has always been very drawn to fashion, as you can imagine — she grew up in it, she came to fashion shows, she was exposed and we had all different Fairchild generations talking about fashion constantly,” explained her mother Erin Fairchild, co-managing director and chief marketing officer, of her daughter, the granddaughter of legendary WWD chairman and editorial director John B. Fairchild. “We asked ourselves, how do we change the value chain? We are trying to break the system in a positive way, and it’s important to have a clear point of view.”
The collection is for all ages, gender-neutral, seasonless and Made in Italy. In addition to building the brand, “the idea is to create a community, which we call ‘Fearless Dreamers,’ a tribe with like-minded values,” said Alexa Fairchild, creative director and co-managing director. “Anyone that feels left out can be part of the tribe,” she said during a visit to Milan from the family’s home base in Brussels. Natasha, Alexa’s younger sister, is currently studying film and digital production at Regent’s University in London and has taken on the role of visual manager.
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