Susan Alexandra Is the Viral Handbag Designer Now Getting Into Bridal Accessories

Published on 8/12/2022 at 2:55 PM

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Landing onto Susan Alexandra's Instagram page is like entering a parallel universe. From green and yellow corn on the cob earrings hanging off a literal corn on the cob to a makeshift bra top fashioned out of fruit-shaped coasters, the brand's feed is a vibrant kaleidoscope of content that you can't help but want to get a little lost in.

Such is the world of Susan Alexandra, the beloved brand that's managed to accomplish perhaps one of the most elusive tasks in fashion: having an undeniably distinct point-of-view. Through intricate, over-the-top beadwork, Susan Alexandra has become a go-to retailer of choice among the celebrity set, cultivating a following among the likes of Emily Ratajkowski, Gigi Hadid, and Emma Chamberlain.

And now, the brand is making its foray into the bridal space with a collection of ornate beaded accessories ranging from crowns to capelets to champagne bags.

"We were getting questions about [bridal] for so long," Susan Korn, the brand's founder and creative director, told POPSUGAR. "And finally, we were like, 'OK, let's actually do something about it.'"

It made sense to branch out and have those offerings in place for brides seeking that bold, vibrant, signature Susan Alexandra touch for their big day. The brand had already been producing one-off bridal items, Korn revealed, before the official launch. The custom requests were primarily bespoke bags that brides would wear on their wedding day. Another popular specialty item? Grooms looking for whimsical, unconventional ring boxes.

"We did a lot of custom versions of those, like with different initials on them and with different colors and designs," Korn said. "It was really, really cute. We were doing so many of those that I was like, 'Let's just keep them existing in the collection as a permanent thing.'"

There's so much about weddings that are really cringy and antiquated. I wanted the collection to be focused on some of the aspects of marriage or weddings that are really fun and funny.

But she wanted to be intentional, of course — and it was crucial that she approached this category expansion through a Susan Alexandra lens.

"I was certain I wouldn't make it the formal, stuffy idea of bridal," Korn shared. "You know what a bride should wear, but I still want [the pieces] to be very me. I made sure every single piece was something I would just wear every single day."

So although the brand's bridal accessories are intended to be worn for weddings, she insists that they can also work as statement pieces for day-to-day outings.

"That's a really fun thing: to take the aspects of the bridal outfit and integrate it into your everyday life in a way that people don't generally do," she said. "You can wear it and enjoy it, even if you're not going to walk down the aisle."

Quirky and colorful design flourishes are clear hallmarks of the brand, and those elements are at the forefront of the bridal collection. Whether it's a pair of green and pink rose-shaped earrings or a multicolored butterfly barrette, there's a playful accessory for every kind of bride-to-be personality.

"I definitely wanted to do a departure [from the traditional] symbolism in the way that brides dress," Korn said. "[A lot of it] is based in this idea of 'purity.' There's so much about weddings that are really cringy and antiquated. I wanted it to be focused on some of the aspects of marriage or weddings that are really fun and funny." The debut bridal collection, for instance, features a white beaded dog collar and matching leash that can be placed on a ring-bearing pup.

What's more, the pieces are all handmade to order. It's a manufacturing approach that the brand has stuck with since its inception, ensuring that it never over-produces and sells only what people are specifically requesting.

The brand will typically create a few samples, photograph them, and place them in its flagship store in New York City's Lower East Side for shoppers to view. Susan Alexandra makes almost everything in New York and since the artisans can't produce mass amounts at once, the pieces "kind of trickle in slowly," Korn explained.

"It's all handmade, and it's a very slow, concentrated process," she said. "And it just feels more personal that way too. When you're walking down the aisle, this is one of the most important days of most people's lives, so you want to wear pieces that are made with that same intention."

Keep scrolling to shop some of the standout pieces from Susan Alexandra's new bridal collection.