← The Who What Wear Podcast
The Who What Wear Podcast
Personalized Pet Charms and Martini Menorahs: A Conversation on Joyful Accessorizing With Susan Alexandra Designer Susan Korn
00:33:01
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- [00:01]
A
Hi, everyone. It's Hilary here to let you know we're going to be taking a short break, but we'll be back with a new episode of the who what Where? Podcast on January 8th. Please enjoy this lovely conversation between Cat and Susan Korn, and we'll see you in 2025. Happy holidays. Thank you to Paige for sponsoring today's episode. Season after season, Paige creates men's and women's collections that are the perfect mix of pieces you can live in will keep forever. They start with denim, the foundation of your wardrobe, and then design pieces that pair back to complete your perfect outfit. Paige's denim is unparalleled. Every style is comfortable, flattering, and timeless. This same level of quality extends to their lifestyle shoe and sunglass collections through the finest materials, attention to detail, and expert construction. Head to page.com to check out their new arrivals.
- [01:17]
B
Welcome to the who what Wear podcast, your direct line to the designers, stylists, beauty experts, editors, and tastemakers who are shaping the the ever evolving world of fashion. I'm who what Where Editor in Chief Cat Collings, and today I have the pleasure of chatting with Susan Alexandra Korn, the creative force behind the playful jewelry and accessories brand Susan Alexandra. Susan started off hand making jewelry by herself, but one day, after discovering a bead shop in Chinatown in New York City, she had a vision of a beaded bag and the rest is history. Her accessories have always been high in demand, and her quirky, whimsical, maximalist designs are beloved by her fans. She's had a busy 2024 co hosting a dog fashion show with Rachel Antonoff at this past New York Fashion Week and collaborating with several giant brands like Bose and Pebbles to bring their products. A dash of that Susan Alexandra magic. She's here today to talk about making asparagus menorahs, expanding into new product categories, and creating Susan Alexandra croc charms. It's all coming up on who what Where? Hi. How are you?
- [02:34]
C
I'm good. How are you?
- [02:36]
B
I'm so happy to be speaking with you. I feel like I've been aware of your brand and seen it grow and followed you for so many years now.
- [02:43]
C
Oh, my gosh. I mean, I think I met you right when I was starting, like within the first couple months of when I first started to put myself out there in a really big way. Like, we've known each other for a long time.
- [02:55]
B
Yeah. What a journey. Oh, my goodness. I'm excited to dive into it all. You were a guest on our sister show Second Life almost two years ago. We'll link that episode in the description for anyone who missed it. But to start, can you give us a little background on how the Susan Alexandre brand came to be and catch us up on some of your biggest moments of the past few years?
- [03:19]
C
So I moved to New York when I was around 25 and I really didn't know exactly what I wanted to be. And I knew I wanted to do something in fashion. I just didn't know what that meant. I think I had always been really afraid of being a designer because that meant you had so much responsibility and you had to be creative all the time. And it just seemed like too much. And I resisted that. And I tried to work for other people for a long time, but I felt like creatively I couldn't breathe. Like, I felt like I was hiding something about me that was really pure and true. And that feeling led me to experiment with a lot of things. And I found that I love jewelry. I actually had always known that, but I really, really felt it. And I started making these jewelry pieces and then I would wear them around town and I would start selling them in like, not in a serious way, you know, not where I could quit my day job. And then very slowly but surely, I built enough of like an Instagram following where I was contacted by someone who was like, oh, do you want to do wholesale? And I never felt so embraced and seen and it was just such a rush of emotions. Anyways, this woman who discovered me, she really pushed me into starting a real business where I could like actually quit my day job. And then pretty soon after that, I started making these beaded bags because I was living in Chinatown in New York City and I found this woman just walking down the street. I passed by this little jewel box boutique and it was filled with beads. And I just had this vision for a bag I wanted. And I asked her if she made bags. She didn't, but she said she could kind of make anything. And I drew it out on a post it note that she had there. And that's how I started making bags. And I'd already been selling jewelry for a couple of years and that was like my brand identity. And then I posted this bag and I never had so much feedback in my life about like, people who wanted.
- [05:15]
B
To buy stuff your bags, like the impact of them and the community around them. I think it should not be understated.
- [05:23]
C
I mean, that's how we met, because the bags came at a time it was 2017ish and people were really like experimenting with brilliant vivacious color beaded bags have been around forever, but this iteration really hit a note, and it really brought a level of attention and success to me and my business that I'd never experienced before. I can't even imagine my life without them. So the bags really change everything. And I started selling wholesale to, like, the stores that I always dreamed of. I mean, Opening Ceremony was my first order. You know, the thing about Opening Ceremony is if you remember, like, they would discover brands, and then everybody else would look to them to decide what to buy, what to grab onto. So then I got orders from Saks and Neiman Marcus and Shopbop and all of the stores, and that was crazy. I didn't even know if I was making money off of the bags.
- [06:17]
B
I feel like the ones that stick out in my memory as super popular, well, probably the rainbow one. And I'm sure you have multiple iterations of rainbow ones was probably, like, the quintessential Susan Alexandra bag, but you also have a cow print one that was iconic as well. And I feel like it was one of those things where if you spotted somebody at a concert or out on the street wearing one of your bags, it was like you had an automatic kinship with them, like, you could be friends.
- [06:42]
C
Oh, you know, I really love the idea of what goes beyond just something you put on. Like, where is the meaning behind it? Because, like, I live in New York, and I'm always wanting to wear things that feel protective and feel personal or like, something that was given to me. And so I feel like the bags can have that emotion attached to it.
- [07:04]
B
When things come from, like, your soul or your essence, it resonates, you know.
- [07:08]
C
I think that's true, like, especially with how I shop, I want something that feels very authentic or has a story. It's the change of something from fashion to art or fashion to an heirloom or all those things. So, yeah, I'd like to think that too.
- [07:22]
B
Okay, so you have these bags that are taking off. What's next?
- [07:26]
C
Okay, so the bags are doing really well. You know, I remember it as being really, really stressful, too, because I'm trying to build this order, and I'm trying to be organized. I'm trying to keep the business going and hire people. And it's so much because you're not just a designer. You're also a business person. You're also having to be, like, an accounting major. You also have to know how to be, like, really good at marketing and social media and then how to be a good leader. So it's all happening at once. I'd say that was like my entire past 10 years of my life, truly. But we did bags for a long time and sold primarily to stores versus my website. And then the pandemic hit and all these websites and all these stores canceled their orders, defaulted. I mean, still owed money. I can't even think about it.
- [08:14]
B
That would make me so mad.
- [08:15]
C
They declare bankruptcy and you really can't do anything. I was even thinking about, like, should I like go to Texas where this one store was, and just pick my stuff up and just resell it since I can't get money from them anyways? That was really, really scary. But we ended up doing really well. We ended up pivoting to direct to consumer and barreling down on this idea of like, community and trying to make up situations where people can come together. And that was really important to me because when I moved to New York, just like in fashion, it's a very hard place to find your community. And like, I still struggle with that. And so I wanted to create a space or a vibe or an energy where it's like, you come as you are. We want you in this community. We don't want this to be like an exclusive world. We're only some people are welcome. So eventually with the pandemic and the pivoting to direct to consumer, it was decided we need a place that physically can be a space where people can touch and feel and understand what I'm trying to put out in the world. And I opened a store in 2021 in New York. And that's been a lot, but it's also been an amazing joy. And it's so wonderful to like welcome people to my home.
- [09:27]
B
Yeah, it's such a jewel box of a store. You've never seen anything so custom in your life. To be honest. It's the best. It's the coolest place in the world.
- [09:35]
C
Thanks for understanding. Thanks for loving my baby.
- [09:38]
B
The labor of love of like having a brick and mortar and sustaining it is a big deal.
- [09:43]
C
Sustaining it has been hard, but here we are. But yeah, and then like over the years I have evolved and I've started experimenting with a lot of things, like the Judaica. So we started making menorahs and mezuzahs and dreidels, like things that I would want to buy for myself for give as gifts because it's a very old fashioned untapped market. So we started doing that. And things for the home, things for your pets, just different types of bags, different types of jewelry. And I don't want to pigeonhole myself as just one thing. And that's been the evolution for the past couple years. A really interesting journey.
- [10:17]
B
It's been cool to see your expansion into other categories and the experimentation and the other expressions of your brand. You mentioned when you first were gaining in popularity, it was a moment in time where people were running to express themselves. And I feel like we're kind of in one of those moments again, even just trend wise, there was a lot of, like, minimalism and, like, quiet luxury for quite a while. And I feel like we're beginning a shift back towards maximalism. And I'm curious if you're feeling that at all with your brand and how maybe new people are being drawn to it.
- [10:47]
C
Well, that's really interesting because you're totally right. We've been in this period of, like, beige oversized blazers for a while, which have their place, and I love them. But what I'm seeing, and especially because, like, I live and work in this very specific area of New York that we call Dime Square, and it's just filled with the most beautiful expression of self. Like, people dress and express themselves in a way that's very inspiring. And I'll be like, oh, that's what the kids are wearing these days, you know, every day on my way to work. But our top selling item has been for a while now. Design your own charm necklace or bracelet, but mostly necklaces where you pick. I think we have like a hundred different charms. You can pick the base of your necklace. You can pick any charm you want, and we make it for you. Like, no one else would ever have the same thing that you have. It's very rare that that would happen, really. I think people feel like they want to be seen for who they are. They don't want anything that's not thoughtful or made for them. Like, they want to be customized, and they want to be spec and something that's special and less disposable, I guess. So we're really seeing that as like, our number one bestseller.
- [12:00]
B
That's so cool. I feel like the customization and the personalization trend also extends to the bag charm craze that we're in the thick of right now. And I feel like you've been ahead of the curve for a long time about charms, whether it's on jewelry or on your bag and adding personality and joy to an outfit.
- [12:18]
C
Well, we love the bag charms. Like, I hope that is happening for a long time because I have been wearing them for so long. It's just Such a special way to, like, show people who you are before you even open your mouth, which I think is a really interesting thing to do with fashion.
- [12:34]
B
It's kind of like in high school, decorating your locker or something. It's like this little mini expression of your personality and your taste.
- [12:43]
C
Oh, my gosh. I still have dreams about finding my decorated locker in a high school hallway. But, yeah, it's like your way of telling everybody, this is who I am, and this is what I believe in, and this is what I find beautiful or funny. And I really love seeing the way that people design out charms for necklaces, charms for their bags, charms for their belt loops, all this stuff. It's so interesting to see what people gravitate to.
- [13:09]
B
Yeah, it's really a jumping off point, I think, for creativity.
- [13:13]
C
Totally.
- [13:13]
B
When I think about your own personal style, I think you are more vivacious and expressive and. And playful than probably the average gal, myself included. So I'm curious if you have any tips for styling these more bold or whimsical pieces? Like, how do you pull it off?
- [13:30]
C
I just love taking in people who are, like, true to themselves. Like, the way you dress is so true to yourself, and you're minimal, but you love little details, too, and personal details. The way I dress, and especially as I get older, I'm like, what makes me feel really good and, like, safe and happy. So it is kind of a natural thing for me to do. But I would say if you're experimenting and you want to show more of yourself, I think jewelry is a really good way to do it. I always feel like whenever I meet a fabulous woman, like, a woman that you're like, who is she? What does she do? Is she, like, a documentary filmmaker, owns a gallery, and, like, Mykonos or something, they're always these women who are wearing, like, really interesting jewelry. And I always, like, size people up, and I feel like they can tell I'm, like, staring. I just like to see all these little stories. So I feel like jewelry, for me, should, like, mean something. It should have a story. It should make you feel a certain way. Like, for example, this is this new type of chain that we're playing with or we just put out. It's called Vortex, and it's, like, all these different crystals. So, like, I'm wearing all these crystals that have all these different meanings next to my body. And these are two vintage diamond pave pendants that I'm wearing that just look like they have a story. They're Victorian, or they're mid Century. And then sometimes I'm like, don't even complicate it. Just wear things that you love. Just wear things that remind you of a beautiful time in your life, or wear things that are good luck. I think that there's so many ways to make dressing interesting and fun, and I think things that have meaning are so crucial for, like, getting through life feeling supported, protected, safe. All the things that we need to feel. The things that I make, for the most part, are really shiny and sparkly and fun. And it's like, that is just a human instinct.
- [15:17]
B
Let your heart lead you, and don't be shy with accessorizing.
- [15:20]
C
No, no, don't.
- [15:22]
B
Do you have any other everyday pieces that you love to wear?
- [15:25]
C
I've been wearing this vintage charm bracelet, and I've been wearing it a lot because it's all these silhouettes of different faces. And it's a piece I found at this online auction site, and I think it represents a family. It just is so sweet, and it makes this really beautiful noise. And it's sterling silver, and I think it's from the 30s. And the thing is, is because so much of the work that I've been doing is, like, about customization. I've been like, what else can we do that makes people feel like they can design something special? So I've been looking for a lot of vintage, customized pieces and wearing them around and trying to get some ideas around it. But, yeah, every day, I. I always leave the house with earrings. I always wear bracelets. I always wear necklaces, and I sleep in all of them except for earrings. I just have to take earrings out. Wow.
- [16:13]
B
You sleep in all of your necklaces. And I love it.
- [16:16]
C
Shower, everything. And that way I'm like, also, if we're selling it, I can tell you how durable it is. And if it falls off in the shower, gets faded, I'm like, I don't know if we should be making this.
- [16:26]
B
Yeah, it's truly wear tested.
- [16:28]
C
Truly wear tested.
- [16:29]
B
I love that. And with holiday season coming up, there's so many amazing, very special things you can gift from your brand. Do you have any recommendations of items that you think would be a home run?
- [16:40]
C
If you are somebody who celebrates Hanukkah, we have a really robust Hanukkah collection of, like, really ridiculous menorahs. I have a menorah shaped like an asparagus. I have one shaped like heirloom tomatoes. I have one shaped like dirty martinis and then an espresso martini. And there's a lot of really good things There, I think a custom necklace that says somebody's name or a phrase or, like, if you're a mom, if you just had a child. I think, like, writing the child's birthday is really great. I really do lean towards customized. But we also have, like, really, really funny random things. Like, we have really great, like, beaded tissue box covers, like, for on the go, tissue packs, so you can stuff it in there and not have to have the crinkly plastic grandma kind of thing.
- [17:28]
B
I didn't know you had those, actually.
- [17:29]
C
Oh, my God. It's a total fun little thing. Like, wait, do I need this? Maybe I need this.
- [17:34]
B
I guess I do.
- [17:35]
C
Like, I do have to get a little bit more focused because all of a sudden I'll get sick and I'll use tissues for a week, and I can't stand, like, the cardboard box. And I'll be like, we need to make tissue box covers.
- [17:46]
B
Totally.
- [17:46]
C
And then we'll make it. And then I have a bunch of random tissue box covers. So. We actually have been leaning more towards jewelry than handbags. But we made a couple really fun ones for Fashion Week this year because we did dog show. So there's a handbag that's embroidered with dogs. That's really great. And a pink poodle that's all fringe. And there's some gifts for the whole family.
- [18:08]
B
It's an assortment.
- [18:09]
C
It's a wild assortment. Yes.
- [18:11]
B
So the first gift you mentioned, let's talk about some of the Judaica. I know this collection is close to your heart, so tell me about, like, developing these pieces and being drawn to bring that into the Susan Alexander University.
- [18:22]
C
Well, I'm Jewish, and I really love the culture of being Jewish. I love a lot of things about it. But I felt very limited when I was looking for menorahs and dreidels and mezuzahs. I was like, there's nothing here that I, like, want to have in my apartment. And most of us, especially in cities, we live in apartments where there's not a lot of space. So what we buy has to be on display. So I was like, I want something that's so nice that I could keep it out year round and I can look at it and, like, enjoy it. And then I was like, let's just make them really fun. Let's take the same spirit that we put into, like, our jewelry and our bags and put it into this very special category. We started making really weird, funky menorahs, and people really, really liked them. It's been about three years, and this is our third collection, and I'm really surprised at how much it resonates. That's, like, one of the big risks I talk about. Like, I don't know. I think that this seems right, and I have some data that proves it. But let's see. And it's been really well received. And people are like, I've never seen anything like this. And that's the best comment you can get.
- [19:27]
B
Yeah. Things that feel modern or fun or playful. And I love the traditional Judaica, too. But yours is something so special. People are making memories with their families with these items, and it's so beautiful.
- [19:40]
C
Oh, my gosh. People gathered around something is like, the dream. Right. To create memories for families. Right. Or friends or people in general. That's a really powerful thing. I also think that, like, at a certain point, you're satisfied enough with your wardrobe, and you're like, I want to make my house look really great.
- [19:57]
B
Yes.
- [19:57]
C
And that's kind of where I was at too. I was like, I'm kind of obsessed with making my home a home.
- [20:03]
B
The fashion girl to home girl pipeline is well established. I'm curious what your Hanukkah tablescape looks like.
- [20:10]
C
I always like it to be very bright and colorful and a mix of patterns. I don't believe that everything needs to match because I just don't have enough dishes of the same kind for everybody. But I love to use vintage tablecloths and then beautiful embroidered napkins and really special dishes and a lot of color. It's really fun to collect beautiful glasses and plates and forks and stuff.
- [20:33]
B
I'd love to see a picture.
- [20:34]
C
Oh, my God. I want to see what your Hanukkah table looks like.
- [20:37]
B
I'm still establishing, I feel, like, my identity. I'm working on it.
- [20:41]
C
I can't wait to see.
- [20:42]
B
You mentioned a little bit when I asked you about gift ideas. If you have a passion for animals and the custom pet pieces. I feel like making customized pet portraits and things like is a huge undertaking. How have you made that possible? Tell us a little bit about your offerings for those who might not be as familiar.
- [20:58]
C
Yeah. So my dog is my firstborn.
- [21:00]
B
Your muse.
- [21:01]
C
My muse. He's been with me for a long time, and all the love that I have in my body that goes all into my dog. So I had this idea of, like, we should make tiny little dogs that people can wear. And in the same way, we make charms. So what you do is you send us a picture of your animal. Literally. Doesn't have to be a dog. Could Be a cockatiel, whatever. And we carve their face, and we cast it in gold or silver or bronze, and then we paint it to look like their exact spinning image. We actually just got an order for kids. Somebody wanted their kids faces, which is really sweet. And they had them done in solid gold, which was gorgeous. And so it's really special, like, what I wear, like, my mom around my neck. I know that's bizarre, but, like, it is really special. There's nothing like it.
- [21:49]
B
Very personal.
- [21:50]
C
Very personal. That is a holiday gift for anybody who's obsessed with their animal. Yeah.
- [21:55]
B
It's a home run, like, immediately, I feel like on Instagram. I love when you do the videos where you show how your sketches become reality. Yeah. Can you tell me more about your creative process? Because that provides a little window into it. Do you begin with a color palette or find a vessel and go there? Whether it's a menorah or a lamp covering or a tissue box covering, I.
- [22:14]
C
Think that the best way to do it is not to be too prescriptive, because having to sit down and just churn out stuff is so daunting. And sometimes I'll be like, okay, I need to design this collection, but I'm not feeling it. It is really challenging, but when the mood strikes, I use an iPad and I sketch, and I'll just keep. Keep going. If I don't like it, I'll just exit out and start a new one and just keep going. Usually I'm really inspired by things that are vintage. Usually it's like I mentioned vintage jewelry pieces that I just scour the world for. Or like, in the case of the menorahs, I just start sketching things I like, and there's, like, this feeling, and this is, like, such a feeling that I'd want to bottle up and sell if I could. You're just, like, in flow. You're feeling really inspired, and it's just moving through your body. And that is what I sometimes feel when I'm sketching. And there's nothing more exhilarating. And there's also nothing more frustrating when you're trying to feel creative and you can't feel it.
- [23:08]
B
Yeah. You can't order up the flow. It has to strike. But I do find that, for me, at least, if it's not coming naturally, doing it in chunks, like, okay, well, I'm just gonna sit here and try this for 30 minutes, and maybe nothing good will come of trying, but I will have at least sparked something a little bit, hopefully.
- [23:24]
C
I think that feeling creative and Feeling like you have an outlet for your creativity and people who want your creativity. It's an incredible gift. And it's hard to create when you're like, what's the point of this? Where's this going to go?
- [23:36]
B
You're thinking from your logical brain rather than your like creative, emotional brain.
- [23:40]
C
Yes. Especially when there's money related to it and you're like, I have to sell this. It has to be understood by groups of people. It's really hard to be very pure. But when I'm really like, this is what I want and this is what gets my heart beating, I go with that a lot of the time.
- [23:55]
B
And probably more often than not, the commercial success comes behind the pieces that just feel so natural.
- [24:00]
C
Yeah, totally.
- [24:01]
B
Speaking of money, you've done some fun collaborations. Bose, for example, you did some bedazzled headphones. I feel like any brand that's like, how do I be more fun, cool, emotional for people, it's like, oh, Susan, Alexandra, oh my gosh. What makes you say yes to a partnership?
- [24:17]
C
I think it's good to know for just like anybody who has a business, it is a really great way to bring your world to a different world. Right. Like, Bose has a completely different, different audience than I have. And I was able to gain that exposure working with these companies. It really does give a financial boost, which if you're a small business and I'm my business is completely self funded by whatever comes in the door. It's really helpful. So Bose was really cool because it's a heritage brand and it's so out of my world. It's technology. They wanted to make them really funky and eye catching and there's so much out there, there's so much noise. Like, how do you make somebody stop in their tracks and pay attention when you unbox your headphones? And we came up with this idea to do crystal rhinestones. We gave them a sheet of stickers and you can make it any way you wanted. And then we did a little charm that you could hang off of your headphones so that you're like fully customized and sparkly and glittery. And it was really successful. People were like really, really into it. And I was a little nervous because the price point on headphones is expensive, but they've been doing really well. And I was like, this is wonderful. This is really good information.
- [25:30]
B
That's so cool. I feel like collaborations can be successful when it's like they bring their expertise to the table, but then they really allow you to have your creative expression and Freedom and not be too put in their box.
- [25:41]
C
Collaborations with bigger brands, they generally come to us because they want us to be, like, the creative director. And that is something like, I do like doing. Bose was great. We just did one with Crocs too, which was a dream come true.
- [25:53]
B
Yeah, let's talk about that. You have the Jibbitz, the little charms that really take things to the next level. So tell me about designing for that collaboration and, like, your target audience. I feel like Gen Z usually is very into the Crocs.
- [26:05]
C
Crocs are very divisive. Like, people are like, I don't wear Crocs. And then people are, like, addicted to Crocs. And I happen to be addicted to Crocs because they're so easy. Like, I have a dog, as you know, you can walk outside your door. Do you have Crocs?
- [26:17]
B
I don't own any Crocs, but I feel like once you. You do, then you become a Crocs person. It's sort of inevitable. I'm happy to be a Crocs person. It just hasn't happened for me, and I guess I haven't been proactive enough.
- [26:27]
C
It'll happen for you when the time is right. It'll totally happen for you, Cath. The Crocs thing was because I truly was always making my own Jibbitz, the little doodads that you pop into the holes in case anybody doesn't know. And we have so many little things that could be gibbets. We have so many little creatures and charms and flowers. So we actually reached out to them a couple of times, and I was like, I really want them make some stuff with you guys. And they sketched out 50 different sketches, and they were weirder. Like, one was bubbles, one was a big bow, which, by the way, I feel like would have killed, but I think they made a bow jibbit anyway, so it's all good.
- [27:03]
B
Okay.
- [27:03]
C
The lead time for the whole project is like, over a year and a half, so you kind of have to be like, will, I still love this in a year and a half?
- [27:11]
B
Right? You can't be too trendy.
- [27:13]
C
Exactly. Which is funny because I feel like I was designing the bow thing when, you know, bows needed to be on everything. And now it's like we're in the post bow world. So I'm glad we didn't go with the bows.
- [27:23]
B
Post bow world, we are. I mean, that was last holiday season where it really hit a certain peak for people.
- [27:29]
C
It hit a fever pitch. And, like, bows are forever. But I am glad we didn't do the Bow Jibot, but we made these four different packs, actually, and they're really fun, and I think we're almost sold out of everything, which is crazy. Again, you never know. Like, I didn't know what the customer would want necessarily. I know what I want.
- [27:48]
B
Yeah.
- [27:48]
C
But it really resonated. And they're also, like, a really good price point. It's a great gift. If we still had some, I would say, oh, crocs.com actually has them. If you're looking for a good gift.
- [27:57]
B
Okay.
- [27:58]
C
Head to crocs.com but, yeah, that was really cool. And, like, it was a dream come true, and I really wanted to do that forever. That's, like, on my list of my manifestation brands was Crocs. So we got that done.
- [28:11]
B
I love it. And you touched on this a little bit before, but I want to hear more of the story. This past Fashion Week, your fashion show with designer Rachel Antonoff. And not just any fashion show, a dog fashion show. You can count on Susan Alexandra, the brand, to do something really playful and fun at Fashion Week, which oftentimes takes itself very seriously. You two coming together felt like such a fun match of joy and lightheartedness. Tell me about the concept for this show and why you guys wanted to pull it off.
- [28:43]
C
The Fashion Week thing is, like, so expensive, and it's so much time. You have to really be into it and believe in it. But I had this idea that I really wanted to do a dog show, but for rescue dogs, not for show dogs, which are pure, pedigreed, very expensive dogs. I have a dog who's a rescue, and I was like, I want to promote these kind of animals. And because it's such a huge, huge to do, I was like, what if we partnered with someone? I don't really make clothes, right? So I reach out to Rachel Antonoff, who's a friend of mine, and just somebody I really, really enjoy. I was like, what do you think about doing this together? And she's like, wait, this is weird, because I also was thinking about doing a dog show as well. Like, this is crazy.
- [29:25]
B
What are the odds?
- [29:26]
C
I know. We had the conversation actually last year at a Christmas party. So fast forward to this summer, and we're like, we have to do this now. So we worked the whole summer, from June to September, we used rescue dogs that were available for adoption from a local dog rescue. And we cast not typical models, but people we are obsessed with and inspired by. So, like, comedians and chefs and actors and singers. And I want it to be a real expression of the people that I work with and who I am inspired by. And so I cast those very people. So we have Dylan Mulvaney, and we have Alison Roman, and we had Sandra Bernhard, Bridget Everett, all these Broadway stars.
- [30:09]
B
New York legends.
- [30:10]
C
Oh, my gosh. And they were also very New York. So we had them walking the rescue dogs down the Runway. My dad was in it. I mean, it shaved years off of my life. Like, the stress levels, for sure. The grays on my head will show it. But it was really special, and I couldn't have done it without Rachel. Like, it was a two person. It was a two business job. We called in every favor we ever had. So it was a lot, but it was really special. And I love animals, and I really believe in rescuing dogs. So it turned out really well.
- [30:39]
B
Yeah. Very special. I feel like these collaborations are all just, like, dreams. I know obviously there's sweat and tears behind the scenes, but, you know, we can speak things into reality on this show. Do you have any dream collaborations that you'd love to do in the future?
- [30:53]
C
I would really, really like to work with Betsey Johnson, just because Betsey Johnson was such a formative brand for me.
- [31:01]
B
Yeah.
- [31:02]
C
And I think it's ripe for new friends, fresh blood.
- [31:06]
B
Yeah.
- [31:06]
C
So I'd love to do something with that. It's fun for me to think about this because there's things that we do really well, like jewelry, but I'd love to work with people who do bags or, like, suitcases and shoes and watches. There's so many things I'd like to do, and it's so powerful to work with other people. But, like, my goal with Susan Alexandra is I want a lifestyle brand where we can make something for your whole house. I want to make your wallpaper. I want to make your rugs. I want to make your notebooks that you write your dreams in. I want to make your ca. Calendars on the wall, picture frames, mirrors. Like, I really want to make a lifestyle brand. And, like, piece by piece, with all these collaborations, I really do get the chance to do that. I just want to do more. I want to build my house. I want to have an Airbnb where everything is, like, something that I designed.
- [31:53]
B
And what's so cool is that your brand is so potent, in my opinion, that I can picture what that would look like as Susan Alexander house. Like, you understand the feeling of it and the emotion of it and what it might come to be, even just as someone completely outside of your brand looking in totally.
- [32:08]
C
And like a more like short term goal is I really want to open a store in la. Oh. It's where a lot of my girlies are. It's where I just, I mean I want to be bicoastal anyway, so I really want to open LA 2025.
- [32:22]
B
Come on over. Okay. That would be so exciting. I'm already thinking like I know where.
- [32:27]
C
The where of it all.
- [32:28]
B
The where is very important in any market. But in la, totally in la, I.
- [32:33]
C
Need to like spend some time and sit down and do my secret list. You know the secret. It's been a minute for me. I've been too like in my cerebral place. I need to be more in my heart place right now.
- [32:44]
B
It's such a balance. I imagine being a business owner, like you said, you have to wear pretty much every hat and the one that fuels the business big picture is the emotional, creative essence of u hat. But I hope all of these things come to fruition. I'll be waiting cheering you on. Thank you so much for chatting with me today, Susan. It was such a pleasure.
- [33:03]
C
Oh my gosh, what a full circle moment. There's a lot of understanding, I think, between us.
- [33:14]
B
A huge thank you to designer Susan Korn. Make sure to subscribe to our show wherever you listen to podcasts so you don't miss an episode. And while you're there, I'd also be so grateful if feed, rate and review us. If you have guest suggestions or any other feedback, drop us a line at podcastwhatware.com or you can find us on social WhoWhatWear. See you next Wednesday on the who what Where Podcast. This episode was produced by Hilary Kerr, Summer Hammerhaz and Natalie Thurman. Our production assistant is Claire Schmidt. Our audio editor is Ko Takasuki Chernovin. Our audio engineers are at Glen Canyon Audio and our music is by Jonathan Leahy.
- [34:08]
A
This episode is brought to you by Paige. Born and raised in Los Angeles, Paige is a lifestyle collective for men and women. Since it was founded in 2004, Paige has been renowned for their denim, but has evolved into a global fashion brand offering everyday, elevated wardrobe staples. Each item is meticulously designed, washed and wear tested to ensure it's comfortable, flattering, high quality and will stand the test of time. Now, in 2024, the brand is celebrating their 20th anniversary, a true testament to the quality and fit of everything they make. Head to paige.com to check out their new arrivals.