Susan Korn wearing Tiny Joys by Susan Alexandra Instagram filter / effect (Kristina Vilyams)

Susan Korn captures a picture using the Tiny Joys virtual try-on effect

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 is a highly esteemed New York-based brand founded by visionary designer Susan Korn. Known for its distinctively eclectic beaded bags, accessories, and homeware, the brand has attracted admiration from prominent figures in fashion, including Julia Fox, Kendall Jenner, Emma Chamberlain, Gigi Hadid, Pete Davidson, and others. With collaborations spanning notable brands like Vans, Post Cereal, Sweetgreen, Warby Parker, and Disney, Susan Alexandra continues to expand and explore new creative frontiers.

Susan Alexandra accessories

Susan Alexandra is a celebrated New York-based accessories brand known for its joyful, handcrafted designs and vibrant use of color. Founded by designer Susan Korn, the brand has gained widespread acclaim for its iconic beaded bags, playful jewelry, and whimsical aesthetic. Among its most beloved pieces are the Butterfly Barrettes—colorful, handmade clips that have become a signature symbol of the brand’s charm and individuality.

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

Julia Fox wearing Susan Alexandra’s Posey Fringe Earrings. Pictured with Pete Davidson for Paper Magazine

“Our sweet handmade butterfly clips have emerged from their cocoon to adorn your beautiful head! Handmade in NYC, they come in a myriad of dazzling colors and look marvelous worn together in clusters.” – Susan Alexandra

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

Butterfly Effect and Tiny Joys

In collaboration with Susan Alexandra, we reimagined the brand’s whimsical, handcrafted aesthetic through two custom Augmented Reality try-on effects: Butterfly Effect and Tiny Joys. Inspired by the brand’s signature Butterfly Barrettes and Tiny Joys Studs, the project brought these vibrant accessories into an interactive digital format.

By translating the physical designs into immersive AR experiences, we enabled users to virtually try on these distinctive clips. The collaboration seamlessly blends the charm of handmade craftsmanship with the innovation of virtual fashion, celebrating Susan Alexandra’s joyful and individualistic spirit in an entirely new dimension.