The Brooklyn-based, craft-forward, luxury women's brand is entering its next chapter under the name Alixe.

Brooklyn-based craft-forward, luxury women’s label Alix of Bohemia is entering its next chapter with a new name, Alixe.

Founder and designer Alixe Pietrafesa told WWD the new brand name is not be a rebranding, but an evolution that reflects her growing vision and also pays homage to her true given name. The change includes a new logo, as seen teased through her spring 2027 collection on the back of an artisanal white jacket along with updating its website and url to reflect the new name. Her upcoming fall 2027 collection, set to debut in February, will be her first full collection to feature the new name.

“It’s been a long time in the works. The name Alix of Bohemia no longer reflects the full scope of who we are and what we do. I started to have the realization that I’d outgrown the name when I became a mom for the first time three years ago,” Pietrafesa explained of how becoming a mother has added further dimension to her handcrafted brand. “I have always said we made clothes to be cherished and passed down, and having daughters of my own gives new meaning to that intention.”

She explained the brand’s initial name came about in her early-20s college years while writing a history dissertation on the postwar Bohemians of Paris. “I was so inspired by how this group of people were living unconventional lives. At the same time, I was teaching myself how to sew and was getting excited about using my hands and patchworking things together that were inspired by the vintage clothes my grandmother had left me,” she said.

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