Les Filles en Fleur: Where Doomed Romantics Meet Swagger
During London Fashion Week, emerging label Les Filles en Fleur made its debut with a two-day presentation that perfectly captured its ethos: "Where the old meets the new, and the doomed romantic has swagger." The event drew fashion insiders including Kate Lamphear of ELLE magazine and buyers from Opening Ceremony, all drawn to the brand's unique blend of vintage nostalgia and contemporary edge.
At the heart of LFEF is Alexandra Cronan, the brand's stylish co-founder whose fashion sensibilities zigzag between the free-spirited glamour of the 70s (Bianca Jagger, Jerry Hall) and the gritty chic of the 90s (Kate Moss). "That tension—between decadence and nonchalance—is what makes fashion exciting," she says.
A Fashion Insider's Journey
Cronan's resume reads like a fashion lover's dream:
Stints at American Vogue (both as intern and Fashion Market Coordinator)
Freelance styling and production work in London and New York
Early career experiences at Gucci, Teen Vogue, and Nicole Farhi
But it was during her time working with photographer Pedro Koechlin on fashion editorials that her creative vision truly crystallized. Their collaboration informs LFEF's moody, cinematic aesthetic—equal parts romantic and rebellious.
The Vintage Connection
Cronan's love for vintage isn't just professional—it's personal. She recounts discovering a perfect find at Ritual Vintage last August: "The shop owner was about to store it away for winter, but I had to have it immediately. Layaway—that dangerous American invention!—became my savior."*
What's Next?
While LFEF may have been a relatively short-lived venture (2011-2012), its impact lingers. The brand's press coverage and distinctive visual identity—spearheaded by Cronan's work on brand imaging, photo shoots, and events—proved her knack for creating fashion with atmosphere.
As for Cronan herself? Whether styling, producing, or dreaming up her next project, one thing's certain: she'll always be that girl with style.
"The seventies and nineties are my favorite decades for fashion," she muses. "Bianca Jagger and Jerry Hall combined with Kate Moss in the nineties? That's the dream."
