Founded in 2018 by designer Pauline Ducruet. Alter is a visionary brand born to embrace and inspire the freedom of self. It was created out of a strong commitment to a more responsible and inclusive society. She wishes to convey an ideal of tolerance, love and respect for gender diversity. Alter's identity is based on four pillars:
Inclusive. Alter adresses everyone, regardless of gender, while defending and encouraging respect, tolerance, freedom of expression and love.
Hybrid. Alter clothing line is a place of confluence, at the crossroads of diverse identities. A meeting of contrasts between luxury and underground that are reflected in both the clothes and the brand's ideals. Sumptuous silks with raw edges and adjustable cords, textured jerseys with wrapping panels, vegan leathers and singular cuts: a non-conformity that invites the taming of the wardrobe, that combines to luxuriate, play and transform.
Responsible. Alter integrates a sustainable approach into its creative process. Upcycling, product traceability and transparency are commitments dear to the designer: Made in France, meticulous sourcing of materials, upcycling of fabric scraps, dyes guaranteed to be chemical-free, etc.
Evolutive. Alter modernises the non-gendered wardrobe by proposing inclusive, non-binary, high-end and evolutive fashion: chic pieces to wear in all circumstances. Each piece is innovatively engineered for self-styling and chic versatility for every form.
Born in 1994 in Monaco, Pauline Ducruet is a committed entrepreneur. From her mother, Princess Stephanie Grimaldi of Monaco, an adventurer at heart, Pauline has a free and creative spirit, a taste for risk and, of course, a taste for fashion. She has always been immersed in her mother's eclectic and daring looks and wardrobe, and was barely 22 when the idea for Alter began to take shape. Pauline shares her childhood and adolescence between two worlds: art and sports. She blossomed and developed her passionate and rigorous character. These extremely technical and demanding disciplines teach her the art of perfection, which she will be able to use in her work as a designer a few years later. In 2010 Pauline joins the famous Instituto Marangoni in Paris, in fashion styling. She will then work for Vogue US Magazine, then for Rabih Kayrouz' fashion house. But Pauline finally went back to school, this time on the design side. In 2016, she graduated from Parsons - The New School for Design.
It was during her studies in New York that the idea of Alter was born, from the conviction that we can invent a sustainable fashion for the 21st century, help society to emancipate itself from gender norms, while offering tasteful clothes in quality and sustainable materials.