Muse Concept text

Alexé is a muse born of what it means to be female in today’s expressive climate. A young woman defined by the strength of her convictions while unapologetically connected to a bold brand of femininity shared by a like-minded sisterhood.

Empowered by the current wave of feminism Alexé and her girl gang are ready to claim their place as equals alongside their male counterparts. This translates into a ‘gearing up for battle’ aesthetic in the form of hardy textures, scuffed surfaces and a lack of vanity in styling. Having earned their stripes they dare to celebrate their softer side next to this tough exterior. This accounts for the patches of bare skin revealed through raw edges as well as a playful reference to

silky undergarments throughout the collection.The signature silhouette pays homage to femme cliché’s embracing fit and flare while reinterpreting its proportions for the woman who needs to move. An attitude of autonomy can clearly be seen – rolled up hems, cut-off shaping and adjustable mechanisms (adopted from military garments) result in a hands-on style, which allows for tweaks of individuality within a varied group.

This brand of young women are only irreverent because their fire is needed to forge a brighter future. Torch in hand, they zip up their boots, running with the message that being a girl - of any age - is a powerful thing, in its own right.