After studying art, Parisienne Alice worked as an art director for a London creative agency whose clients included Gucci, Comme des Garçons and Peter Lindbergh. Spotting a chance to liberate the Perfecto leather motorcycle jacket, beloved by les anglais, from the dusty rocker/biker associations it had there, she launched her eponymous label in Paris in 2015. Dedicated to chic, colourful takes on the iconic jacket, it operates from a Northern Marais boutique, with a dedicated workshop not far from the flea market in Saint-Ouen since 2017.

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