Enter the Bittarverse

Alexis Bittar’s viral campaigns and boundary-pushing runway shows have been challenging the status quo since the brand's return in 2021

Alexis Bittar is a natural disruptor. Since he began designing jewelry, he's pushed the boundaries of what sculptural jewelry can be, the stories fashion week shows can tell, and what marketing in this day and age looks like. 

Bittar's career has been an impressive one—he earned the CFDA Accessory Designer of the Year award in 2010, and in 2014, the Accessories Council named Alexis Bittar the Brand of the Year. In 2015, Alexis Bittar sold to the jewelry arm of Brooks Brothers, Carolee LLC. And when Brooks Brothers filed for bankruptcy in 2020, Bittar reacquired his brand, which relaunched in 2021. Since then, Bittar hasn't slowed down, creating unique pieces and marketing to audiences in previously unheard of ways. 

Bittar is always thinking ahead, finding ways to build upon previous collections and one-up what he's done. He's currently working on his Spring Summer 27 collection. He explained that with Spring Summer 26, the goal was to combine elements of early '90s minimalism, the maximalism of the late '80s, and the surrealism of the '20s. These elements, together, create unique sculptural jewelry unlike anything anyone else is making. 

"I played with juxtapositions: fluidity against structure, texture against control, boldness against fragility," Bittar said via email. 

It's not the jewelry alone that makes Bittar's work stand out; it's the performance art and social commentary aspect of his New York Fashion Week shows that make his events the ones to watch. 

SS26's show was a nod to 'Miss USA 1991', turning it on its head with surrealist sequences highlighting inequities in today's society. 

"The dreamlike unease of David Lynch's Blue Velvet, the eeriness of Carrie, the fragile melancholy of Sofia Coppola's The Virgin Suicides, and the masked decadence of Stanley Kubrick's Eyes Wide Shut all converged to shape my twisted vision of Miss USA 1991," Bittar explained.

The show's central figure was 'The Host,' a character who represented unchecked patriarchy. The contestants represented the innocent people around him who strive for the impossible standard of perfection. Each model/contestant also represented a state where transgender rights are under attack on a legislative level, and the models themselves were transgender. In the show, even the audience became a part of the story, wearing masks to represent a public that is complicit and judgmental.

Bittar noted, "I am an ally to all, I am committed to use my platform to bring the 'taboo topics' into mainstream conversation." 

With boundary-pushing fashion week shows, it's no surprise that Bittar's social media marketing is also wholly unique. In 2023, he created 'Bittarverse: Margeaux & Jules, ' bringing to life a mockumentary-style show with a unique cast of NYC characters. The series was launched when Bittar recognized a gap in luxury brand marketing; nobody else was using a long-form narrative and packaging it into smaller social media clips. Once again, Bittar decided to challenge the status quo and create something never seen before. This idea fit squarely into Bittar's goal when bringing the brand back in 2021; his idea was to have a direct-to-consumer model to foster community. The mockumentary-style social media videos were the perfect way to do that. 

Bittar explained, "It fearlessly tackles topics like ageism, consumerism, diversity and fashion exclusivity with sharp humor and bold commentary. I like to blend iconic cameo appearance characters and wry storytelling with a dose of fabulous fashion. Some of my favourite Cameo Characters have been Susan Sarandon, Julia Garner, Amy Sedaris, Iman, Law Roach, Jordan Roth, Coco Rocha and there are many more to come!"

Bittar is constantly pushing the envelope, exploring what a luxury jewelry brand can be. He's created an entirely new social media series called 'The Sexecutions of Amanda Gates,' which is launching next week, just in time for the holidays. He's also working hard on the Spring Summer 27 collection, which certainly promises stunning sculptural pieces and an unforgettable fashion week performance that unflinchingly explores crucial social commentary. 

Photographer: Madison Paloski 

Stylist: Kinga Irzyk

Model: Riley Hundley Woodell 

Garment Designer: Wren Walker 

All jewelry featured courtesy of Alexis Bittar