Madame Alexander 100 years of Style, with Bruce A. de Armond

Madame Alexander had a dream to educate through dolls and 100 years later, Madame’s legacy is still inspiring new generations of children.   Designer and author Bruce A. de Armond joins host Louisa Maxwell to discuss the life and work of Beatrice Alexander. 
 
 Madame was born Bertha (Beatrice) Alexander, in New York’s lower East side where her father had a doll shop and hospital. Beatrice trained and worked as a bookkeeper but the advent of World War One and a shortage of the supply of dolls from Europe inspired Beatrice and sisters to create their own cloth dolls. The success of the cloth dolls persuaded Beatrice to launch the Alexander Doll company in 1923 and began her legendary collaboration with toy store FAO Schwarz in New York. 

Beatrice styled herself as “Madame “ Alexander capitalising on her European roots to give an aura of glamour to the brand. Madame Alexander had vision as a designer and as a business person. She negotiated a variety of licensed deals to make dolls in the likenesses of Hollywood stars: Jane Withers, Judy Garland, Sonja Henie, Carmen Miranda and Scarlett O’Hara. 

She launched the chic fashion doll Cissy who gained world wide recognition as the face of British beauty brand Yardley. Now in 2023, a century later, Madame Alexander’s dolls are still celebrated and collected as they appeal, not only to doll collectors but to lovers of film and pop culture. 

Bruce A. de Armond is an interior designer  with an international portfolio creating signature styes for hotels, casinos and department stores. Bruce combines his interests in art, dolls and fashion by working with museum collections, auction houses, and contributing to books on vintage dolls. Bruce A. deArmond’s blog dolledition.com explores the ever evolving story of dolls and fashion.