By  on December 7, 2017

MILAN — Behind the new label Alexa Fairchild is a family project.

“Alexa has always been very drawn to fashion, as you can imagine — she grew up in it, she came to fashion shows, she was exposed and we had all different Fairchild generations talking about fashion constantly,” explained her mother Erin Fairchild, co-managing director and chief marketing officer, of her daughter, the granddaughter of legendary WWD chairman and editorial director John B. Fairchild. “We asked ourselves, how do we change the value chain? We are trying to break the system in a positive way, and it’s important to have a clear point of view.”

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