Alexis Bittar’s penchant for the unexpected continues with a jewelry collaboration created in partnership with the St. Regis hotel. The collection blends his brand’s bold renegade aesthetic with the hotel’s classic luxury heritage. “I like the juxtaposition,” he told WWD. “It’s a cool combination.”
The five-piece capsule features Bittar’s signature artistic elements like Lucite, hand-carved into delicate flowers with three-dimensional pink petals. The collection pays homage to Caroline Astor, the mother of St. Regis hotel founder John Jacob Astor IV. Mrs. Astor, a prominent socialite in New York City during the late 1800s, was known for her role in establishing the city’s high society.
The collaboration coincides with the 120th anniversary of the opening of the first St. Regis in New York City as well as the hotel’s extensive renovation of its public spaces, including the famed King Cole Bar. The redesign maintains the hotel’s Beaux-Arts heritage while introducing modern elements for a contemporary interpretation of Gilded Age glamour, an aesthetic also reflected in Bittar’s bespoke collection.
“When I think of Caroline Astor, I think of the time period she embodied, very powerful and very feminine energy,” said Bittar. Astor loved the American Beauty Rose, hence the collection is centered on floral elements with 14-karat gold accents and pearls, a nod to her signature accessory.
Each piece in the collection, ranging from a statement brooch to a pearl strand choker and dramatic drop earrings with Swarovski crystal, evokes the jewels Astor wore to the legendary midnight suppers she hosted at the hotel.
Bittar said he discovered unexpected parallels between the hotel’s matriarch and himself. Astor was known for curating the most interesting artists for her dinners, something very familiar to Bittar. “When I think about the dinners she hosted, it suddenly hit me, I have more in common with Caroline Astor than I thought. I love bringing interesting people together. This past Thanksgiving we had 200 people at home in Brooklyn,” he said.
The designer’s passion for collaboration and cultivating creative communities has become a guiding principle for his company since he purchased it back in 2021 after stepping away from the business for six years.
Bittar says he returned with a renewed sense of creative freedom. “I felt freer than I ever have. I don’t feel beholden to some of the things I did before,” he said, in reference to investor pressures.
This newfound liberation has manifested in collaborations like this one with The St. Regis, as well as a series of irreverent marketing campaigns that have captivated his fans and followers. Bittar writes, directs and casts his friends and family members in the videos, which feature New York City prominently as part of the storyline.
The videos eschew traditional glossy fashion campaigns in favor of gritty, comedic videos that tackle social issues head-on in a refreshingly unfiltered take on the luxury world. “If I’m a self-owned brand, I’m at least going to put my stamp on it,” he said.
Bittar has enlisted longtime friends like Elizabeth Saltzman, Susan Sarandon and even his own children to appear in the videos, creating an authentic, community-driven approach.
The storylines are popular on Instagram, racking up millions of views. “We get to talk about the full conversation,” Bittar says, citing discussions around LGBTQIA+ terminology and diversity that unfold organically between the characters, all while wearing Bittar’s accessories.
His willingness to be politically incorrect while maintaining a strong narrative thread has resonated deeply with audiences. “I’m gonna do it all,” he declares, “and who knows, it might come to bite me at some point, but I’m having fun.”
