Susan Korn, founder of Susan Alexandra, steps into the Tiny Joys AR try-on — a collaboration with Kristina Vilyams

BUTTERFLY EFFECT & TINY JOYS

Susan Alexandra x Kristina Vilyams

January 2021

A creative collaboration with Susan Alexandra to develop the Butterfly Effect and Tiny Joys AR try-on experiences, translating her iconic Butterfly Barrettes and Tiny Joys Studs into the digital realm.

Susan Alexandra has become one of New York’s most distinctive fashion labels, celebrated for its handcrafted beaded bags, whimsical accessories, and playful homeware. Beloved by Julia Fox, Kendall Jenner, Emma Chamberlain, Gigi Hadid, and Pete Davidson, the brand embodies individuality and joyful self-expression. Collaborations with Vans, Disney, Sweetgreen, Warby Parker, and Post Cereal have positioned it at the crossroads of fashion and pop culture, while its Orchard Street flagship and debut at New York Fashion Week mark milestones in its continued evolution. With each new creation, Susan Alexandra expands its colorful universe—infusing nostalgia, craftsmanship, and bold creativity into contemporary design.

The World of Susan Alexandra

There’s a kind of joy threaded through every Susan Alexandra piece—a reminder that fashion can be playful without ever losing its power. Founded in 2014 by Susan Korn, what began as a bedroom creation has grown into one of New York’s most distinctive accessory labels. Best known for signature pieces like the Merry Bag—constructed from rainbow-crystal beads and inspired by childhood birthday cakes and Christmas lights—Susan Alexandra has become synonymous with joy, color, and self-expression.

Susan Alexandra’s universe is one of vibrant color, joyful whimsy, and inclusive warmth. The brand’s standout collaborations—such as the limited-edition 121-piece beaded crossbody created with Warby Parker (each bag built by hand in over 10 hours) and its debut ready-to-wear collection unveiled during New York Fashion Week in 2019—underscore its evolution from craft-centric accessories to full cultural statement. Recognition by outlets including Forbes for its impact as a NYC-based small business employer highlights both creative influence and cultural momentum. From handcrafted beads to major press, Susan Alexandra continues to translate childhood wonder and downtown New York grit into objects that bridge play, purpose and performance.

Kendall Jenner wearing Susan Alexandra Classic Lolita Fruit Earrings. By Elisa Lipsky-Karasz. Styling by Louise Ford. Photography by Sean Thomas for Wall Street Journal Magazine

The Lower East Side flagship on Orchard Street, described by Vogue as a “kaleidoscopic bead emporium,” is part boutique, part community hub—hosting workshops, performances, and gatherings that reflect Korn’s vision of fashion as inclusive and communal. Beyond handbags, the brand has expanded into ready-to-wear, jewelry, and even Judaica—reimagining menorahs and ceremonial objects with the same irreverent, celebratory spirit—and cementing Susan Alexandra’s place as a cultural force: a label that turns nostalgia into art and everyday objects into symbols of belonging.

At its core, Susan Alexandra is more than an accessories label—it is a universe built on optimism, memory, and community. Every piece carries the warmth of craft and the spirit of connection, reminding us that fashion can be both intimate and transformative. By turning beads into icons and everyday objects into symbols of joy and belonging, the brand affirms that design, when rooted in authenticity, has the power to tell stories, build worlds, and leave a mark that lingers far beyond the moment.

Susan Alexandra store, 33 Orchard Street. Photo by Fiona Luo, courtesy of Vogue

Julia Fox wearing Susan Alexandra’s Posey Fringe Earrings, alongside Pete Davidson. Photography by Tommy Dorfman for PAPER Magazine

Butterfly Barrette Hair Clips by Susan Alexandra. Model: Kenzie Stiles. Photographer: Emma Childs. Stylist: Mary-Helen Guastello. Courtesy of Susan Alexandra

The Butterfly Effect

The Butterfly Barrettes and Tiny Joys Charms are more than accessories—they are emblems of Susan Alexandra’s playful, handcrafted universe. Translating this spirit into a new medium, the brand collaborated with Kristina Vilyams to create two AR try-on effects, Butterfly Effect and Tiny Joys.

The project reimagined Susan Alexandra’s intimate beadwork in shimmering, interactive form, allowing audiences to virtually style themselves in real time. It offered a way to experience the brand’s ethos—joyful, colorful, inclusive—through extended reality without losing the warmth of its handmade roots.

By bridging physical craft with digital innovation, the collaboration highlighted the brand’s ability to evolve while staying true to its DNA. What began as beads threaded by hand found new life as animated artifacts, reaffirming Susan Alexandra’s place as a cultural force that thrives on connection, community, and creativity.