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

Susan Korn, founder of Susan Alexandra, explores the Tiny Joys AR try-on effect, bringing the playful spirit of her signature designs into a new digital dimension

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

Founded in 2014 by visionary designer Susan Korn, Susan Alexandra has grown from a bedroom jewelry label into one of New York’s most beloved accessories brands. Best known for its handcrafted beaded bags and whimsical accessories, the brand has become a symbol of playful individuality and vibrant self-expression. Its cult following includes figures like Julia Fox, Kendall Jenner, Emma Chamberlain, and Gigi Hadid, while collaborations with cultural heavyweights such as Vans, Disney, Sweetgreen, Warby Parker, and Post Cereal have cemented its place at the crossroads of fashion and pop culture.

With a flagship store on Orchard Street in Manhattan’s Lower East Side and a debut ready-to-wear collection unveiled at New York Fashion Week, Susan Alexandra continues to redefine contemporary design—infusing joy, nostalgia, and community into every creation.

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 Posey Fringe earrings and Clementine bra in Paper Magazine

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

The Butterfly Effect

Kristina Vilyams brought Susan Alexandra’s whimsical universe into the digital sphere with two bespoke AR try-on effects: Butterfly Effect and Tiny Joys. Inspired by the brand’s cult-favorite Butterfly Barrettes and Tiny Joys Charms, the project transformed these handcrafted accessories into playful, interactive experiences that invited users to style themselves in real time. What began as beads threaded by hand was reimagined as shimmering, animated objects — a translation of physical craft into a new digital language.

The collaboration reflects a seamless dialogue between tradition and innovation. By bridging Susan Alexandra’s nostalgic, handmade aesthetic with Vilyams’ forward-thinking digital vision, the project opened up an immersive dimension where individuality and joy could thrive — extending the brand’s signature spirit beyond the tactile into the limitless world of virtual fashion.