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OPINION | 27.04.2025

OPINION | 27.04. 2025
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TO WEAR 
YOUR FIRE.YOUR STRENGTH. YOUR STORY. YOUR SPIRT.

What If Your Wardrobe Fought Back? What if your clothes could speak for you? What would they say—about your strength, your story, your spirit? In a world where fashion constantly reinvents itself to fit in, we choose to carve a different path—one that celebrates the raw, authentic power of women through bold, intentional design. It isn’t just clothing. It’s our philosophy—woven into every seam, shaped by every silhouette, made to express who you really are. This article explores our unique vision of fashion as a form of self-expression and resistance. Alix Petit shares her personal thoughts and experiences, delving into our commitment to authenticity, female empowerment, and conscious creativity—offering a new definition of femininity that’s bold, imperfect, and real.- change to french like native person.

Full set from the Page Blanche SS25 collection.

We are an ode to the multifaceted woman—the one who carves her own path, who sometimes doubts, but always moves forward with boldness.

"For years now, we've been doing what we know best: challenging the norm, making statements, offering a different vision of femininity," shares Alix Petit. "A femininity that's powerful, free, ever-evolving—not smooth, not perfect, but real." We don't create clothes to look pretty. We craft collections the way one shapes a thought—designed to elevate what's disruptive, what doesn't fit neatly into a box. For women who don't need permission to exist. Women who own their choices, who search, who plant seeds, who start over. "Women who take up space—and who, like us, are getting there," Alix adds with conviction. "And that deserves more than just a nice fabric." It's a stance, an attitude, a voice, a way of facing the world.

THE REBELLION OF BEING REAL.

Imagine fashion could celebrate the extraordinary capabilities of women rather than constraining them?  What if it honored the female experience in all its complexity—raw, nuanced, and ever-changing? This is what we strive for at Heimstone. Pieces that reflect what women truly are: creators, nurturers, leaders, and changemakers. Clothes made not for magazine bodies or runway fantasies, but for real ones—yours. “And we say it loud and clear: no, Heimstone isn’t just for tall women,” says Alix. “Our sizing is designed for everyone—whether you’re 1.60m, 1.75m, or 1.50m. What we celebrate is attitude, presence—not centimeters.”

 

We don’t follow trends—we watch them pass. Instead, we build silhouettes that leave a mark. That sometimes challenge, sometimes comfort, but never blend in. We design for women who are tired of sameness—who want their clothes to speak. To say something that matters. And our philosophy runs deeper than just design—it lives in the very fabric of our garments.

“We work with silk, wool, cashmere, viscose—and yes, polyester too,” Alix explains. “And we’re proud of that, because we live in the real world. Our customers travel, work, raise kids, run businesses. They need pieces that move with them, that rise to meet their everyday lives.”

Client wearing our signature Jim dress in embossed Cactus.

ORIGINALITY IS NOT EASY- BUT IT IS EVERYTHING

Clients wearing our Signature coats at The Speeddate.

Let's not sugarcoat it: times are tough for everyone. In moments like this, the first thing to go is usually creativity. Staying creative is a way to resist. So we  need to come up with our own solutions. We need think outside the box. "We've never tried to please everyone," Alix reflects. "We've tried to be true. And that's why we're still standing." This stubborn commitment to originality has allowed us to weather industry storms that have sunk many contemporaries. We remain steadfast in our vision, creating pieces that speak to women who share our values.

 

We never wanted to look like the others—we  exist differently. And if Heimstone is still alive today, it's thanks to you—your choices, your commitment, your conscious purchases, your messages, your feedback.

"You are so much more than customers—you are the breath that keeps us going," Alix shares. Heimstone is a brand with a soul—and a soul can't be copied. "We're not just making fashion—we're making a statement about who we are and what we believe women deserve."

A QUESTION 
OF SOUL

How do you want to stand up for yourself in the world? What makes you feel strong, powerful, and unapologetically you? These are the questions we invite you to reflect on as you explore our world.
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TO WEAR YOUR FIRE.
YOUR STRENGTH. 
YOUR STORY. YOUR SPIRT.

What If Your Wardrobe Fought Back? What if your clothes could speak for you? What would they say—about your strength, your story, your spirit? In a world where fashion constantly reinvents itself to fit in, we choose to carve a different path—one that celebrates the raw, authentic power of women through bold, intentional design. It isn’t just clothing. It’s our philosophy—woven into every seam, shaped by every silhouette, made to express who you really are. This article explores our unique vision of fashion as a form of self-expression and resistance. Through the voice of founder Alix Petit, it delves into our commitment to authenticity, female empowerment, and conscious creativity—offering a new definition of femininity that’s bold, imperfect, and real.

Full set from the Page Blanche SS25 collection.

We are an ode to the multifaceted woman—the one who carves her own path, who sometimes doubts, but always moves forward with boldness.

"For years now, we've been doing what we know best: challenging the norm, making statements, offering a different vision of femininity," shares Alix Petit. "A femininity that's powerful, free, ever-evolving—not smooth, not perfect, but real." We don't create clothes to look pretty. We craft collections the way one shapes a thought—designed to elevate what's disruptive, what doesn't fit neatly into a box. For women who don't need permission to exist. Women who own their choices, who search, who plant seeds, who start over. "Women who take up space—and who, like us, are getting there," Alix adds with conviction. "And that deserves more than just a nice fabric." It's a stance, an attitude, a voice, a way of facing the world.

THE REBELLION OF 
BEING REAL.

Client wearing our signature Jim dress in embossed Cactus.

Imagine fashion could celebrate the extraordinary capabilities of women rather than constraining them?  What if it honored the female experience in all its complexity—raw, nuanced, and ever-changing? This is what we strive for at Heimstone. Pieces that reflect what women truly are: creators, nurturers, leaders, and changemakers. Clothes made not for magazine bodies or runway fantasies, but for real ones—yours. “And we say it loud and clear: no, Heimstone isn’t just for tall women,” says Alix. “Our sizing is designed for everyone—whether you’re 1.60m, 1.75m, or 1.50m. What we celebrate is attitude, presence—not centimeters.”

 

We don’t follow trends—we watch them pass. Instead, we build silhouettes that leave a mark. That sometimes challenge, sometimes comfort, but never blend in. We design for women who are tired of sameness—who want their clothes to speak. To say something that matters. And our philosophy runs deeper than just design—it lives in the very fabric of our garments.

“We work with silk, wool, cashmere, viscose—and yes, polyester too,” Alix explains. “And we’re proud of that, because we live in the real world. Our customers travel, work, raise kids, run businesses. They need pieces that move with them, that rise to meet their everyday lives.”

ORIGINALITY IS NOT EASY- 
BUT IT IS EVERYTHING

Clients wearing our Signature coats at The Speeddate.

Let's not sugarcoat it: times are tough for everyone. In moments like this, the first thing to go is usually creativity. Staying creative is a way to resist. So we  need to come up with our own solutions. We need think outside the box. "We've never tried to please everyone," Alix reflects. "We've tried to be true. And that's why we're still standing." This stubborn commitment to originality has allowed us to weather industry storms that have sunk many contemporaries. We remain steadfast in our vision, creating pieces that speak to women who share our values.

 

We never wanted to look like the others—we  exist differently. And if Heimstone is still alive today, it's thanks to you—your choices, your commitment, your conscious purchases, your messages, your feedback.

"You are so much more than customers—you are the breath that keeps us going," Alix shares. Heimstone is a brand with a soul—and a soul can't be copied. "We're not just making fashion—we're making a statement about who we are and what we believe women deserve."

A QUESTION OF SOUL

What kind of relationship do you want with the clothes you wear? Is fashion merely covering, or can it be an extension of your voice in the world? These are the questions we invite you to think about  as you explore our world.
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BACK TO ARTICLES
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