It’s February 2020 and the world has yet to be turned by the coronavirus pandemic. As designers, in the midst of New York Fashion Week, send rock-faced models down the runway, Susan Alexandra (née Korn) performs a musical. There is lively dancing, acting and singing, punctuated by a chorus of laughter from the usually stoic audience. Whether on stage or in the crowd, you can see a scattering of her famous beaded bags: printed in rainbow colors, in watermelon colors, filled with cherries, clouds or butterflies. An explosion of pure joy – at a time before we even knew we needed it – is an essential part of Susan Alexandra’s brand ethos.
Launched in 2017, her beaded bags are widely considered a collector’s item. Presented in animal prints or shimmering colours, it’s loved by casual shoppers, influencers and celebrities alike, even featuring on supermodels like Gigi Hadid.
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Her beaded jewelry is equally praised and adored: Pete Davidson wears her Susan Alexandra “Pitt” beaded necklace regularly. “Getting that celebrity endorsement is really exciting. I’m a huge pop culture enthusiast,” she tells PopSugar via Zoom. “There are quite a few Euphoria people who have a cut, which is really exciting to me because I think they’re the next step.”
“What I love about the metaverse is that there are no limitations on what’s possible. I can just make it a total fantasy and that’s a dream as a designer.”
Susan Alexandra lives on the cusp of the next step, one step ahead of the rest of the industry. Consider this: Many designers are still skeptical of the metaverse, but Alexandra dives into it. Her latest career move is making NFT wearables for Absolut’s Coachella project. Digital Fashion Accessories lives in Absolut.Land where fans (21+) are encouraged to connect over shared virtual drinks and outfit their avatars in custom festival costume pieces. Among Alexandra’s digital designs, you’ll find a pair of watermelon earrings with the charm of an Absolut cocktail, resembling her favorite drink: a dirty martini.
“What I love about the metaverse is the lack of limitations on what is possible,” she says. “If it’s a shoe, it doesn’t have to be comfortable. If it’s an earring, it doesn’t have to be lightweight. I can just make it a total fantasy and that’s a dream as a designer.”
Fantasy can soon transcend into real life: Susan Alexandra is now planning to enter the shoe category. for metaverses [project]she made these shoes and they have an absolute cocktail heel,” she says, “and I’m like, ‘Well, I’m really excited to wear the shoes now.'”
Clothing is on her radar, too, and she’s thrilled with how street style has evolved—especially at festivals. “Something going on now is that a lot of people are just showing off their bodies regardless of size,” she says, calling cutouts a festival fashion trend she loves. “I feel like there’s a subconscious way people are dressed right now. And there’s this openness and acceptance. And I really like the idea of non-sexual fashion; I think that’s a really exciting thing as well.”
Before Coachella Weekend 1 kicks off, Susan Alexandra spoke with PopSugar about designing for the metaverse and expanding her beloved brand and the one person she really wants to work with. Read our full interview in the future.
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