TYW: What inspired you to start ALFIE, and how has the brand evolved since you launched?
Alice: ALFIE was born from a mix of instinct, rebellion, and a deep desire to create a wardrobe that felt both powerful and intimate. Growing up, I was always borrowing clothes from my brothers. There was something about the structure, the simplicity, and the quiet confidence of their wardrobes that really stayed with me. But I also craved pieces that carried emotion, sensuality, and mystery—something closer to my own feminine experience. ALFIE became the meeting point of those two energies.
When I started the brand, it was really about exploring that duality: masculine lines with a feminine soul. At first, the focus was mostly on tailoring and foundational pieces, but over time, the brand has evolved into more of a full expression—there’s storytelling in every collection now. It’s more emotional. More intimate. Still sharp, but softer in unexpected places.
ALFIE today is about creating pieces that feel like you, even before you know why. It’s for the woman who leads with quiet power, who embraces her contradictions, and who dresses not to be seen but to be felt.
TYW: What’s been the most rewarding part of building your own brand?
Alice: There’s something deeply rewarding about creating a universe that reflects my inner world and watching other people find themselves in it. ALFIE started as something personal and instinctive, but it's become a shared language. That quiet recognition, when someone just gets it, is the best part.
And of course, building a team and a community that believes in this vision has been a gift. There’s something sacred about growing something from scratch, staying true to your gut, and watching it resonate.
TYW: How would you describe your personal style in three words?
Alice: Effortless, relaxed, elegant.
TYW: What’s one thing you always save on, and one thing you love to invest or splurge on?
Alice: I save on trends. I splurge on good food and skincare!!
TYW: What’s a piece or product that instantly makes you feel like “you”?
Alice: There’s something about a crew neck tee that feels like second skin. That’s the essence of ALFIE for me: pieces that become part of you. Forever shapes.
TYW: How do you stay creatively inspired?
Alice: I stay inspired through movies, the way people move through the streets of Paris, or even the texture of a fabric that sparks an idea. It could be a scene, a gesture, a material—anything that triggers a feeling or opens up a new perspective. That’s where real creativity starts for me.
TYW: Favourite moment or milestone from the ALFIE journey so far?
Alice: Opening our Parisian showroom has been my favourite moment so far! We’ve been working on it for months—every detail, every piece of furniture is vintage and handpicked. It’s more than a space; it feels like the physical embodiment of ALFIE’s world. Calm, timeless, a little unexpected. Seeing it come together is just so rewarding.
TYW: What’s something you always come back to when it comes to style or decision-making?
Alice: For me, it’s simple: if it feels good, it’s right. That goes for clothes, creative decisions, even who I work with.
