Heimstone

Heimstone is a high-end women's ready-to-wear brand founded by Alix Petit in 2007. As the head of management and artistic direction for her label, she constantly reinvents herself to offer collections with sharp cuts and unique prints, free from style trends. The colorful and committed brand imagines prints that tell stories and offers a diverse range of clothing and accessories aimed at women who love color and beautiful materials. Today, Heimstone is taking its desire to slow down the production of new products further and is entrusting us with its archives at affordable prices.

100%

PACKAGING IS RECYCLED AND RECYCLABLE
60%

MATERIALS ARE CERTIFIED
100%

MANUFACTURING IS EUROPEAN
50%

IS PRODUCED IN PARIS

“I continue to draw, paint and create 100% of the 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 self-expression through its designs.
Founded in Paris by designer Alix Petit, the brand is characterized by its modern vision and commitment to empowering individuality through fashion. Heimstone distinguishes itself by incorporating creativity, innovation, and boldness into its collections.

What is your background, 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 recognizable.

How does the creative process work at Heimstone?

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

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

ALIX : At Heimstone, we create collections for all women in the world. I am fascinated by the richness and resources of our body, amazed by its subtlety, its strength, but also the agility of our brains and our buried creativity.
My vision of women is ingrained in each of my collections, and for me, their femininity is their vulnerability. I try to convey this through silhouettes that are both strong and vulnerable, and textile work plays a key role in this.
The Heimstone woman is bold, 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 offering is diverse, ranging from evening dresses to technical activewear leggings.

How do you imagine Heimstone's prints?

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

What is the house's iconic model?

ALIX : There is the Eren coat, our coat inspired by Japanese Kimonos, oversized, it goes with everything and makes each outfit a little more daring while being timeless.
We also have the Java dress and the Doll pants, they 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 I have in my head and my collections! It's really the free expression of my ideas and my vision, which is very pleasant.

What are your earliest memories of clothing?

ALIX : More than memories of clothes, I have memories of textiles, colors 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 rugs, the richness of the colors and materials, all mixed with the Moroccan sun, the red earth and the brightness of the landscapes.

What role does vintage play in your creative process?

ALIX : Strangely, vintage is not really one of my primary inspirations, I am always looking for new things, I am constantly looking for new volumes, and I sometimes find that “ignorance” is a real creative plus. When I start with a vintage I am already imprisoned in the creation with an image or an already existing volume, and I have trouble detaching myself from this image!

How do you raise awareness among your teams about the environmental issues in fashion?

ALIX : Environmental issues are a major daily challenge 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 followed an initial CSR training in 2019 when we implemented our zero waste policy, producing only what we could sell, which means that at Heimstone there is never any restocking, when a product is sold out, it's sold out!
Our packaging is also 100% recycled and recyclable, and our polybags are made of organic plastic that we consign and return every week by truck to our factories for subsequent production.
We also have our second-hand site since 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 objectives for 2025 regarding your CSR commitments?

ALIX : Switching our non-natural raw materials to recycled fibers, while still offering a wide choice of materials in our collections.