How does a brand obtain real success, and what metrics should be used to confirm it? While there may not be a perfect answer in the world of fashion, supporters can still celebrate the brands that are making real impact through their creativity.

Alexis Bittar doesn’t do anything half way – from a social strategy that has fictional fashion doyenne Margeaux Goldrich interacting with Law Roach, Amy Sedaris and Elizabeth Saltzman, for example, to a New York Fashion Week Spring-Summer ’25 presentation that saw a theatrical cadre of latex-draped models posing in a staged bedroom set-up. 

The designer is all about pushing the envelope, as he shares with the CFDA. On Goldrich, he said, “It was counter-intuitive, truly disruptive, and gave me a lot of joy. As a result, the relaunch of my brand’s ethos was defined.” 

Buying back his eponymous line just a few years ago, the new and improved worldbuilding of the ‘Bittarverse’ heavily emphasizes individuality and consumer connection. It’s a sentiment that underscores Bittar’s entire approach—embracing risk, defying conventional marketing playbooks, and crafting a brand identity that extends far beyond the jewelry and handbags that he produces.

A model that now leans more toward direct-to-consumer empowers the brand with control over each collection’s narrative, while a commitment to lightness and joy continues to underpin its operating ethos. In terms of where Bittar would like to see the line go in the future? “World domination through humor and craft,” he shared.