Alter

Alter founder Pauline Ducruet cut her teeth at Louis Vuitton, Rabih Kayrouz, and Vogue Paris before founding her label in 2018, but it’s the combination of her drive, extraordinary young life story and free spirit that inspires her creative success. A journey of contrasts and a multi-faceted life, tells the story of Ducruet, introducing the industry to a fresh new tour de force. Granddaughter of the late Grace Kelly, daughter to Princess Stéphanie of Monaco, Ducruet enjoyed a free-spirited childhood travelling between exceptional worlds, from the House of Grimaldi – one of the world’s most glamorous royal families, to the theatre of the circus where she spent many of her young years.  While effortless French style, Hollywood legacy, risk and adventure run deep in Ducruet’s DNA, her pride in a non-conformist ideal drives her creative and entrepreneurial vision. Excelling as a professional diver, Ducruet competed at Olympic level before embarking on her creative training. Inspired by her mother’s influential style and fashion career, she studies design at Istituto Marangoni in Paris, where she feels a natural resonance with menswear and explores this with a placement at Louis Vuitton. Her hunger to learn takes her to New York graduating in 2016 from Parsons School of Design, where her life in the city becomes the catalyst for Alter, opening her Monaco atelier in 2018. Navigating and thriving in the subcultures of underground New York, Ducruet believes her individuality, without a desire to make attachments to pre-defined social stereotypes, drives her vision to create an inclusive fashion landscape where diversity is embraced from the cutting table. A progressive and responsible label that breaks down barriers in a post-gender world. Her muses are her tribe, from the French Riviera to the streets of New York, men, women, non-binary and IGPFGTƃWKF but with a shared desire for self-expression through beautiful and considered armoury. Launching her first collection at Paris Fashion Week in 2019, Ducruet takes her concept to Monaco and Le Marais, Paris, with a series of successful pop-up stores, she later announces the Alter e-shop in January 2020. January 2021 will see the launch of Alter’s second collection, Collection 21 available online and at select global retailers.