Goodbye to Lex Loves Couture—Here’s What’s Next

After 12 amazing years, it’s time for a change—a new name, to be exact.

So, what sparked this shift? A scam. Yep, you read that right lol. An email from an “intellectual property lawyer” claiming that one of his clients intended to trademark Lex Loves Couture. I’ll be honest, I momentarily fell for it. At first glance, the email wasn’t riddled with the usual red flags—no grammatical errors or sketchy hyperlinks to click. It didn’t even really ask for anything from me. It just kind of… let me know?

Looking back, I can see all the red flags now, but there was definitely a moment when I was sucked in. I’d be lying if I said otherwise—and to you, my readers, I’m always honest. After a phone call with the “lawyer” that included my dad, it became crystal clear—he was a complete fraud. He was impersonating a member of the California Bar, trying to scare me into paying him to secure my own brand. Spoiler alert: a man supposedly practicing law since 1982 would not sound like someone in their 30s.

Here’s the thing—the scam did something unexpected. Before responding, I did my homework. I checked to see if the trademark was still available and looked into the costs. While there wasn’t an immediate threat to Lex Loves Couture, it made me wonder: is it even worth trademarking anymore? That’s when the deeper questions hit me: What does this name really mean to me? Is it still the right fit?

When I started this blog back in 2012, I was 23—broke, living at home with my parents, and desperate for a creative outlet. I hated my job, but I loved fashion, so I wrote about it. Over the years, life happened. My career evolved, a global pandemic reshaped my relationship with fashion, I got married, became a mom, and even launched my own business.

I’ll always love Lex Loves Couture, but I’ve outgrown it. Fashion will remain a huge part of who I am, but I want a name that reflects all of me now.

So, say hello to Alexa Alfonso.

Thank you, Lex Loves Couture, for the incredible memories! You’ll forever have a special place in my heart. But it’s time for a new chapter—one that fully represents me today.