Women's Label Alix of Bohemia Is Becoming Alixe
The women's fashion label Alix of Bohemia is changing its name to Alixe.
The new name is based on the true given name of the brand's founder and designer, Alixe Pietrafesa. She told WWD that the change is an evolution, not a rebranding. The name change also comes with a new logo, the brand's identifying symbol, and the brand has updated its website and web address to match.
The new name first appeared on the back of an artisanal white jacket in the spring 2027 collection. "Artisanal" describes clothes made largely by hand, often in small numbers. The fall 2027 collection, due to debut in February, will be the first full collection to carry the Alixe name. A full collection is the complete range of pieces a label shows for one season.
Pietrafesa made more than 2,500 one-of-a-kind pieces herself before she launched her seasonal collection business in 2018. She runs the company with her husband, Sebastian Kaufmann. According to the brand, it has created, produced and sold more than 140,000 garments.
The label is sold through 200 retailers worldwide, the shops and online stores that buy its clothes and sell them to customers. The list includes Net-a-porter, Bergdorf Goodman, Harvey Nichols and Shopbop.
The brand's homepage at alixofbohemia.com now carries a section labelled "Alixe's Edit". It also promotes a look book for the Holiday 2027 season, a booklet of photographs showing the clothes in that range.
