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 distinct sense of joy threaded through every Susan Alexandra piece—a reminder that fashion can be playful without losing its cultural weight. Founded in 2014 by New York–based designer Susan Korn, what began as handmade creations made in her bedroom has grown into one of the city’s most distinctive accessories labels. Signature designs such as the Merry Bag—constructed from rainbow crystal beads and inspired by childhood birthday cakes and holiday lights—have become emblematic of the brand’s expressive, color-driven language.

Rooted in handcraft and imagination, Susan Alexandra balances whimsy with intention. Standout collaborations, including the limited-edition 121-piece beaded crossbody with Warby Parker—each bag assembled by hand over more than ten hours—and the brand’s ready-to-wear debut at New York Fashion Week in 2019, mark its evolution from craft-focused accessories to a broader cultural presence. Recognition from Forbes for its impact as a New York–based small business employer further underscores the brand’s creative and economic influence.

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,” reflects Korn’s vision of fashion as inclusive, experiential, and community-driven. Part boutique, part gathering space, it hosts workshops and performances that extend the brand beyond retail. Alongside handbags, Susan Alexandra has expanded into jewelry, ready-to-wear, and Judaica—reimagining ceremonial objects with the same celebratory spirit that defines its accessories.

More than a label, Susan Alexandra operates as a visual world shaped by craft, memory, and connection. By elevating beads—materials often associated with sentiment—into enduring design statements, the brand transforms everyday objects into carriers of emotion and identity. The result is a body of work that feels both intimate and lasting, affirming fashion’s ability to build meaning, community, and joy through design.

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.