ALIX OF BOHEMIA BECOMES ALIXE

The New York-based luxury label enters a new chapter, adopting the given name of its founder and creative director, Alixe Pietrafesa.

NEW YORK, Monday, November 2, 2026 — ALIX OF BOHEMIA announces its evolution to ALIXE, marking a new chapter for the independent luxury fashion house founded by designer Alixe Pietrafesa. The change reflects two decades of creative exploration, a deepening commitment to craftsmanship, and the growth of a personal artistic pursuit into an internationally recognized brand.

The story began nearly 20 years ago, when Pietrafesa, then an art history student writing her dissertation, spontaneously purchased a sewing machine after seeing one in a shop window. Inspired by her collection of vintage clothing, much of it inherited from her grandmother, and the freedom and irreverence of the 1970s, she began creating one-of-a-kind garments by hand. The name ALIX OF BOHEMIA emerged as an expression of her independent spirit and an encouragement to pursue her own creative instincts.

Over the years, Pietrafesa personally made more than 2,500 individual pieces before introducing seasonal ready-to-wear collections in 2018. Extended periods spent in India, working closely with producers and artisans, deepened her understanding of traditional textile techniques, including hand embroidery, beading, block printing, weaving and knitting. These practices remain central to the brand's identity today.

What began as an individual pursuit has grown into a New York-based luxury fashion house, developed alongside her husband and a global network of artisans, producers and creative partners. Today, the brand is carried by 200 retailers worldwide, including NET-A-PORTER, Bergdorf Goodman, Harvey Nichols, Shopbop and Capitol, and has produced and sold more than 140,000 garments. Its creative world has expanded beyond the collections themselves, through runway shows, presentations and an increasingly distinctive visual language.

“The name ALIX OF BOHEMIA was something I chose when I was young, at a time when I was finding the courage to make things and follow my instincts,” says Pietrafesa. “Twenty years later, the business and my life have evolved in ways I could never have imagined. The spirit that inspired the brand remains very much alive, but I no longer feel the need for a descriptive word to introduce myself or my work. ALIXE feels like the most natural expression of who we are today.”

The transition also carries a personal significance. Alixe is the designer's given name, which she shortened to Alix as a teenager in an act of youthful rebellion. Having lived and worked across London, Hong Kong, New York, Mallorca and the Dominican Republic, Pietrafesa has long embraced the curiosity, independence and openness to experience embodied by the word bohemia. Those qualities remain intrinsic to the house, even as its identity has grown beyond any single aesthetic or description.

Becoming a mother has brought a further perspective to Pietrafesa's work, reinforcing her ambition to create garments with a life beyond the moment in which they are made. Guided by a respect for natural materials, traditional techniques and the individuality of the handmade, ALIXE continues to champion clothing intended to be cherished and passed down.

The adoption of ALIXE is not a departure from the brand's history, but a continuation of it. The new name gives a more direct identity to a house defined by craftsmanship, individuality, irreverence and an enduring belief in the value of things made by hand.

ALIXE will debut its new name and visual identity at ALIXE.COM.

ABOUT ALIXE

ALIXE is an independent New York-based luxury fashion house founded by designer Alixe Pietrafesa. Rooted in a love of vintage clothing, art and traditional textile craftsmanship, the brand creates distinctive ready-to-wear collections that celebrate individuality and the handmade. Working closely with skilled artisans, ALIXE brings together hand embroidery, block printing, weaving, knitting and thoughtful construction to create clothing intended to be cherished and passed down. The collections are carried by 200 retailers worldwide.