Heimstone

Heimstone is a high-end women's ready-to-wear brand founded by Alix Petit in 2007. Heading up the management and artistic direction of her label, she constantly reinvents herself to offer collections with sharp cuts and singular prints, free from style trends. The colourful, committed brand imagines prints that tell stories and offers a varied range of clothes and accessories for women who love colour and beautiful materials. Today, Heimstone is going one step further in its desire to slow down the production of new products and is entrusting us with its archives at low prices.

100%

OF PACKAGING IS RECYCLED AND RECYCLABLE
60%

OF MATERIALS ARE CERTIFIED
100%

OF PRODUCTION IS EUROPEAN
50%

IS PRODUCED IN PARIS

"I continue to draw, paint and create 100% of my collections."

Can you introduce Heimstone to us in your own words?

ALIX : Heimstone is a high-end women's ready-to-wear brand known for its unique blend of aesthetics, embodying creativity and personal expression through its designs.
Founded in Paris by designer Alix Petit, the brand is characterised by its modern vision and commitment to reinforcing individuality through fashion. Heimstone distinguishes itself by incorporating creativity, innovation and boldness into its collections.

What led you to launch this project?

ALIX : I launched Heimstone in 2007 when I was 23 years old. I wanted to create a unique brand with a strong identity, embodied and recognisable.

How is the creative process at Heimstone?

ALIX: Although Heimstone has grown a lot over the years, I still design, paint and create 100% of the collections. Each collection begins ‘paper and pencil’ in my hand, and our designs, as well as a large part of our textiles, are then developed by suppliers and craftsmen around Europe and in France.
My aim is to offer collections with a very embodied style, which also represents a challenge in its own right.

You shape a particular image of femininity. How would you define it?

ALIX: At Heimstone, we create collections for every woman in the world. I'm fascinated by the richness and resources of our bodies, amazed by their subtlety and strength, but also by the agility of our brains and our buried creativity.
My vision of women is ingrained in each of my collections, and for me, femininity is vulnerability. I try to convey this through silhouettes that are both strong and vulnerable, and textile work plays a vital role in this.
The Heimstone woman is daring, and her vulnerability becomes her strength and evokes her uniqueness. The Heimstone silhouette is active, in motion and designed to accompany our customers through all the stages and adventures of their lives.
That's why our product range is so diverse, from evening dresses to technical activewear leggings.

How do you imagine Heimstone's prints?

ALIX: I have a great sensitivity to colour, and that's usually the starting point for any print: a desire to mix colours together, and then I imagine a pattern to bring it all out.

What is the house's iconic model?

ALIX: There's the Eren coat, our Japanese Kimono-inspired, oversized coat that goes with everything and makes every outfit a little more daring yet timeless.
We also have the Java dress and Doll trousers, which have been our icons for 10 years now, and they haven't aged a day!
Heimstone is really an extension of myself in terms of style, there are no filters, no strategy between what's in my head and my collections! It's really a free expression of my ideas and my vision, which is really nice.

What are your earliest memories of clothes?

ALIX: More than memories of clothes, I have memories of textiles, colours and fabrics. We were lucky enough to travel a lot as children, and my mother, being an interior designer, always took us to all the museums, art galleries and markets. I remember my first time in Morocco, where I was literally fascinated by the Kilim carpets, the richness of the colours and materials, all mixed with the Moroccan sun, the red earth and the luminosity of the landscapes.

What role does vintage play in your creative process?

ALIX: Vintage also means bringing out clothes you haven't worn in a long time, your parents' jackets, the clothes you've always wanted to wear, jewelry too. I'm all for sorting, but it's so magical to keep iconic pieces to pass on to future generations.

How do you make your teams aware of the environmental issues involved in fashion?

**ALIX: Environmental issues are a major daily concern for Heimstone and have been for a long time because we are aware that from the moment we create a product, it has repercussions.
We all took our first CSR training course in 2019 when we implemented our 0 waste policy, producing only what we could sell, which means that at Heimstone we never restock, when a product is sold out, it's sold out!
Our packaging is also 100% recycled and recyclable, and our polybags are made from organic plastic, which we consign and send back to our factories by lorry every week for the next production run.
We also have our Second Hand site from 2019, Heimstone Timeless.
Some figures:
60% of our materials are certified and 90% of them come from Europe or France.
100% of our manufacturing is European, 50% of which is produced in Paris.

What are your CSR objectives for 2025?

ALIX: Switch our non-natural raw materials to recycled fibres, while always offering a wide choice of materials in our collections.

"Heimstone is really an extension of myself in terms of style, there are no filters, no strategy between what's in my head and my collections"

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