Founder of cult Aussie label ALEXANDRA and mum of two with one on the way, Lexi Bell knows a thing or two about dressing for real life. We caught up with the designer-slash-business-owner to talk comfort-first fashion, founder lessons, and the trend her customers can’t get enough of.
Investment piece of the season?
The cropped trench.
It’s so adaptable to our crazy weather patterns. You can wear it with a knit underneath for warmth or just a T-shirt for the warmer months. I’ll definitely be taking this piece as far into the next season as possible.
Favourite must-have accessories?
Stackable necklaces.
The easiest way to look like I’ve made an effort.
The piece you’re most proud of creating?
A wide-leg parachute cargo pant with an elasticated waist. I made them two years ago and still wear them weekly.
The piece that surprised you with how much people loved it?
Our basic black shirt dress. It’s so simple, yet so popular. Also, our oversized T-shirts with a big ALX print on the front and back. No matter what colour we bring it out in, they always sell out.
Biggest hurdle as a founder and designer?
Learning to go from making quick decisions based on intuition to now making careful decisions based on data. Sounds so boring, but as you grow, all the decisions you make become much more impactful, so I can’t just wing everything like I used to!
The biggest misconception about running a fashion brand?
That you spend all your time designing clothes. You don’t. It’s seriously less than 20% of the job.
What’s next for ALEXANDRA?
Hopefully a permanent store in Melbourne or somewhere in Queensland.
Your go-to outfit that takes you here, there, everywhere?
My cropped trench, baggy blue denim jeans with an elasticated back waistband, and one of my million oversized T-shirts. It may not be my most flattering look, but comfort comes first at this stage of my life!
A trend or colour you’re loving right now?
We’re launching a lot more neutrals than usual. Customers love a colour they can’t really describe. This hasn’t been easy for me, as I love all the bright colours!
Featured Items
Gretta Jacket Black
Alessia Jean
Biso Dress
Smiley Tee
Kaltex Pants
