When we received the invitation for the launch of Alexa Fairchild as ‘not another fashion brand’ my mind wandered off to a presentation of Pandora Jewellery in Copenhagen a few years ago where I met Stephen Fairchild, Chief Creative Officer of the brand. A wonderboy who used to work for Calvin Klein, Valentino and Ralph Lauren and who lives in Brussels, I remembered. Too much of a coincidence, I think, whith such a for Belgium uncommon name. The question popped up: is Alexa related to Stephen?

Alexa Fairchild, herself wearing a handpainted t-shirt from her collection.

In fact she is, I found out later on. Stephen is the wonderdad of Alexa and Natasha and as the apple doesn’t fall far from the tree it was written in the stars that both young woman would launch themselves in fashion. About three months after the idea arose, Fearless, the first collection of Alexa Fairchild is allready a fact. Alexa Fairchild is more than just another fashion brand. It’s a lifestyle project with a solid streetwear vibe that seeks to challenge the fashion system by offering statement pieces in high quality fabrics that inspire freedom of expression, individuality and the pursuit of adventure.

The t-shirts are handpainted and treated so you can wash them in the washing machine.

Grandma Fairchild also loves the collection.

Welcome to the freedom tribe
With his extensive fashion background Stephen Fairchild off course could advise his daughters at the dinner table. He is a consultant providing expertise, drive and insight. “Our collection is handcrafted in Italy by artisans, whose passion for exceptional quality and value, has been blended with technological innovation”, Alexa explains. “Each factory has been carefully selected for its expertise in specific fields including leatherwear, cashmere and leggings.”

Olympic games
Alexa Fairchild offers eclectic, feel-good streetwear that is seasonless, gender-neutral and appealing to all age groups from 20 till 80. “Something we wanted to stress on in our publicity campaign”, Alexa says. “Everyone can find a statement piece in our collection that’s why the publicity features me and my sis, my mum but also my grandmother.” And indeed grandma – also present during the launch – is looking really cool in her black and yellow Fearless jumper.” It’s no suprise that the collection leverages on the family’s love of travel, culture and sports especially surfing, skating, skiing and riding. As Alexa apart from creating fashion is still focusing on her Grand Prix dressage career and will be participating in the 2020 Tokyo Olympic games it is no suprise that the horse theme is omnipresent in the collection.

In terms of materials, Alexa Fairchild seeks technical innovation. Cases in point are the use of reflective piping that allows the wearer to be visible in the dark and an exclusive anti-bacterial and hypo-allergenic Luxor nylon for leggings and technical tops. Sustainabilty is also a key value at Alexa Fairchild. Committing to ethical fashion, the knitwear, which includes sweaters, beanies, scarves and gloves, is made using Cardato Cashmere, a recycled cashmere produced in the Prato district with at least 65 percent of recycled materials. Environmental impact is minimized throughout the entire production cycle by carefully monitoring the consumption of water and energy. The garments are produced using discarded clothing or knits, a further testament of the manufacturer’s concern for the environment, know-how and professionalism. Similarly, the packing is made out of Tyvek, in order to furnish the customer with a durable and functional protective barrier that can also be reused as a shopping tote.

Initially the collection will only be available online at alexafairchild.com with plans to roll out to select multi-brand shops and other e-commerce platforms soon.

www.alexafairchild.com