Meet the brand director behind the most-wanted coat of the season

Discover everything you need to know about Alicia Meus’ and Audrey Joriscoat label ALICIAAUDREY. We spoke to Meus, who successfully dedicated her life to creating the perfect coat.
Cover photo: © Alicia Audrey


ALICIAAUDREY is not just a new fashion brand you need to know of. Under the helm of brand director and co-founder Alicia Meus, the label is known for its timeless cashmere reversible coats for women. Crisp, warm, and super soft, the coats form the perfect base for every season’s wardrobe.

Founding a brand by coincidence

Let’s start right at the beginning. Aliciaaudrey started as a “coincidence” and as “a fun idea that got a little bit out of hand“. Alicia Meus explained: “Audrey, my friend, and I were both studying abroad in Asia, and we met up while traveling. We discovered a workshop where we could choose fabrics and create clothes. It is here where we created our first reversible coat.” Well, if that isn’t a great start to a conversation. We spoke to Alicia Meus about the development of their brand, why timeless items are fundamental to every wardrobe, and how to run a label.

Tell us more about the idea behind the reversible coat.

Alicia Meus: “We started to rethink the idea and shaped it into a mono-product concept where I felt comfortable exploring more about the product and fashion industry. Since then, I started teaming up with student designers, artists, and design professionals to bring ideas to life and create pieces you wish to keep, make you happy every day & wear on anything. An ALICIAAUDREY is a transition piece, a timeless piece to transition you trough the seasons. An ALICIAAUDREY can be an outfit, an accessory, a look and comfort.”

Sources of Inspiration

Your brand is about the simplicity of life. Why is this so important for you?

AM: “Life can be very simple… I wake up and put on my day pajamas, chapstick, favorite 19-69, and ALICIAAUDREY. I am ready for coffee, meeting friends, and an exhibition. Easy as I can dress to go out to a classy evening, all dressed up with my ALICIAAUDREY and no stress. Feel good in what you wear any moment; when dressed well, you feel better.”

And what is or has been your most significant source of inspiration?

AM: “The biggest inspiration behind the brand is a lifestyle full of people, places, colors, fabrics, moments, comfort, essentials, and art combined with our own collection pieces that we use as a starting point for developing a new style for the brand.”

At last: why solely coats?

AM: “I am creating only coats until we are ready to explore more. I feel there is still such a way to go within outerwear. It has become a specialty because of the decision to stay focused. It allows you to rethink the pieces and be the “coat” brand. I aim to specialize and shape the ideal outerwear wardrobe to transition you through each season. In this outerwear wardrobe, there is also room for accessories. We launch our first wool hat in November. Next, we will explore new materials next to wool and cashmere.”