Alfie Paris’ SS25 collection features simple yet chic styles that embody the French cosmopolitan aesthetic
Courtesy of Alfie Paris
Alfie Paris, the cool-girl brand capturing the attention of industry opinion leaders, is crafting a new language of luxury with its SS25 collection “Soft Rebellion.” The clever exploration of contrasts — marrying delicate fabrics, soft palettes, and masculine silhouettes — was the label’s unique formula for winning over fashion’s insiders, including powerhouse Moda Operandi.
Founded in 2020 by Alice Fresnel, the Parisian brand has quickly established itself as a voice for modern femininity — one that speaks in sexy, low tones. “Wearability is at the core of everything I design,” Fresnel explains. “I am a strong believer that true beauty shines through when you feel at ease. When you’re comfortable, you exude confidence, and that’s when elegance truly comes to life.”
The new collection, featuring a range of designs that are simple yet far from plain, sees airy poplin paired with structured tailoring, cinched waists and gathered sleeves in harmony with menswear-inspired fabrics traditionally reserved for suiting, all in a neutral and classic color palette completed with pops of light pastel shades. The result? Clothing that embodies duality: soft ruffles alongside sharp lines, flowing silhouettes punctuated by bold accents, classic stripes reimagined through a romantic lens.
Deeply rooted in ’90s minimalism, Alfie Paris celebrates a timeless, pared-back approach where gender lines blur intentionally. Each garment is crafted with an unwavering focus on longevity and refinement — hallmarks of a brand that values substance as much as style.
Alfie Paris, the emerging French cool-girl brand, makes its mark on e-tailer Moda Operandi
Courtesy of Alfie Paris
With most pieces priced between USD $100 to $600, Fresnel says it’s important that the brand remains accessible. “The biggest challenge — and also the most rewarding success — has been designing high-quality garments from the finest fabrics while maintaining a reasonable price point,” says the founder, before telling me that she would like to “allow more people to experience luxury without compromising on quality or craftsmanship.”
The young brand’s commitment to accessible luxury has resonated with Moda Operandi. The partnership with the online luxury fashion retailer, known for championing fresh talent alongside established names, marks a significant milestone for Alfie Paris, coinciding with a comprehensive website revamp that reflects the brand’s evolution.
For an independent label, enhancing the digital experience for its customers is no simple task, and requires careful reallocation of resources that are more limited compared to bigger brands. “Our goal is to foster strong wholesale relationships while always putting our direct-to-consumer community first,” Fresnel says of her decision of a complete digital transformation. “We aim to tell a cohesive story across all channels, connecting with the right clientele both online and offline.”
Looks from Alfie Paris’ SS25 collection
Courtesy of Alfie Paris
Lauren Santo Domingo, co-founder of Moda Operandi, says supporting emerging designers like Fresnel is central to the platform’s mission. “We love to champion new designers,” she says at the launch event. “We are proud and honored to launch this brand on Moda.”
A full-circle moment for Fresnel — who says she had been turning to Moda since the age of 14, discovering emerging designers who sparked herown creative journey — the partnership is something truly special.
Looking ahead, the founder says Alfie Paris will continue to refine its vision of French cosmopolitan elegance — one that speaks to women who value quiet sophistication and understated allure. The SS25 collection, inviting women to embrace both strength and softness — marks just the beginning for a brand that has, in just five years, found its voice in fashion’s crowded conversation.
