The foundation of the womenswear brand is built on the undercurrent, 'luxury is subverted and imbued with subculture, defying codes in a benchmark of illicit contrasts, radical and refined.' The ready-to-wear and accessories harness inspirations from Williams' California youth and global urban subcultures, drawing on aesthetics from Paris and Pismo Beach.
Edited by Dustin Robertson and styled by Tom Guinness, the film celebrates the launch of Alyx and the Autumn/Winter 2015 debut collection entitled My First Time. Shot both on location in Brighton and in SHOWstudio’s London space, the film features Tallulah and Scout Willis and a custom soundtrack with lyrics from Danzig’s Mother. The film is released alongside a printed catalogue showing off the range in full.