Alix of Bohemia Renames Itself Alixe as It Scales Craft Model

Alix of Bohemia, the Brooklyn-based luxury womenswear label sold in 200 retailers worldwide, has changed its name to Alixe — a shift founder and designer Alixe Pietrafesa frames not as a rebranding but as an evolution ahead of her fall 2027 collection debut in February.

The name change carries immediate commercial housekeeping. The company has rolled out a new logo, first teased on the back of an artisanal white jacket in the spring 2027 collection, and updated its website and URL. Fall 2027, set to debut in February, will be the first full collection released under the Alixe name — a timing detail retailers and wholesale partners will need to align on for ordering cycles.

What is driving the change?

Pietrafesa told WWD the decision matured over several years and crystallized when she became a mother for the first time three years ago.

"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 I do," she said. "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."

The original name dates to her early twenties, coined while she wrote a history dissertation on the postwar Bohemians of Paris and taught herself to sew on her grandmother's vintage clothing. She bought her first sewing machine at 21 and has spent two decades learning both craft and business.

"I've reached a point in my life and career where I no longer feel the need for a descriptive word to introduce myself or my work," Pietrafesa said.

The renaming also distances the label from the mainstreaming of "boho" fashion. For Pietrafesa, Bohemia remains a worldview — travel, curiosity, reverence for history — rather than a seasonal aesthetic, and the Alixe woman is "more confident in who she is… without needing to be the loudest person in the room."

How big is the business?

The production record is quantified. Before launching her seasonal collection business in 2018, Pietrafesa personally crafted more than 2,500 one-of-a-kind pieces. Since the label's launch, the company has created, produced and sold more than 140,000 garments — a volume roughly 56 times her pre-collection handmade output.

Distribution spans 200 retailers worldwide, including Net-a-porter, Bergdorf Goodman, Harvey Nichols and Shopbop. Pietrafesa runs the business with her husband, Sebastian Kaufmann, and the company remains independent.

The supply base is artisanal and direct. The brand works with global producers and artisans, including in India, on handmade processes such as block printing, weaving, hand-knitting, hand beading and embroidery — a sourcing model that trades lead-time pressure for craft differentiation at luxury price points.

"Alixe reflects 20 years of learning the craft and the business, and the creation and evolution of a luxury brand," Pietrafesa said. "What began as a very personal creative pursuit has grown into a luxury brand, defined by craftsmanship, authenticity, individuality and a commitment to making things that last."

The February debut of fall 2027 will serve as the first market test of whether the new name carries the label's wholesale and direct-to-consumer channels without diluting the handmade equity built over two decades.