LAUNE x Spoiled Daughter Brand
Spoiled Daughter exists somewhere between memory and imagination. It’s a space shaped by optimism, sentiment, and a highly personal sense of taste, where family influence, art, and everyday rituals all quietly inform the aesthetic. Created by Alexandra Falcone, the brand isn’t about perfection or reality, but about building a world that feels comforting, aspirational, and deeply familiar all at once. In this conversation, Alex reflects on the ideas, moods, and moments that continue to shape Spoiled Daughter, and how she’s expanding it beyond a feeling into something tangible.
1. Tell me about yourself.
My name is Alexandra Falcone-most people call me Alex. I’m 24 years old (turning 25 in January). I was born and raised in northeast Ohio. I’ve been a musician my entire life. I started singing when I was 5, I took dance lessons in elementary school and in 5th grade I started to play the violin. I grew up living across the street from my grandparents and in the same town as the rest of my family. My childhood was spent hanging out at my grandparents house, playing with my massive collection of American Girl Dolls, going to work with my mom, and shopping at Justice. My mother has worked at a history museum my entire life and if I wasn’t at my grandparents I was with her at work. I watched a lot of TV growing up. Like every other girl I was obsessed with High School Musical, Hannah Montana and maybe earlier than most; Gilmore Girls. My mother and I are like the real life Lorelai and Rory and have been watching the show together since 2001- the year I was born. I was always a kid who spent a lot of time alone. I wasn't hanging out with friends 24/7 like every other girl I went to school with was. I used to sit in my bedroom and teach myself how to play Lord of the Rings, Twilight and Harry Potter Music on my violin.
In my teens I started to prepare for conservatory auditions. It was a pretty impossible and time consuming project. Most every moment was spent practicing my violin, having lessons with my private teacher or at orchestra rehearsals. I was well aware if I wasn’t the best I wasn't going to get in. So, given all of that my high school experience was pretty abnormal. During my downtime I became quite the closetted internet girl. I was obsessed with Vogue Beauty Secrets, Indy Blue, the app phhhoto, and watching Gossip Girl. I also traveled a ton during my teenage years. My freshman year I went on a tour of Italy with my mom completely unplugged- I didnt buy cell service for my phone so I basically used it like a camera for two weeks. Those two weeks changed my life forever. It was such a privilege to be pulled out of a suburban bubble, with no internet, in a foreign country driving around in a motor bus with a tour guide and a cast of characters all at least 30 years older than me. I was never the same after that. I went to Boston and the South Shore of Massachusetts every summer. For my 16th birthday I went to nyc for the first time with my mother. I performed at Disney World with my high school orchestra and toured Ireland and Scotland with the contemporary youth orchestra my Junior year. My senior year my family and I traveled all over the east coast auditioning at 8 different universities attempting to get into their violin program. I also went to California and Nashville that year. All of this travel really inspired me to start documenting everything. I was editing every photo and posting it on the VSCO app. I was taking videos of everything. I would edit the videos I took into aesthetic travel videos with Lana Del Rey instrumental music in the background. I remember I'd post them on instagram for like 5 minutes and someone would comment something mean and I’d delete it. Other girls my age were posting group photos of them in various basements and I was posting pictures of me in a dress sitting on the Met Steps taking a bite of a L'Aduree macaron. I wanted to be a content creator before they were even given a name and it was 100% because I liked to see the world and I loved to document and romanticize it. I was just too embarrassed.
I started my freshman year of college at the University of Cincinnati College-Conservatory of music and it was a whirlwind experience. My second semester started in January of 2020 and I was sent home two months later. For me, it was a blessing in disguise. I was miserable in the experience I was having. It was not what I wanted and quarantine allowed me to pivot my life. I ended up applying to New York University 6 months later and was accepted into the instrumental performance program. I moved into a studio apartment on Sullivan street the day before my 20th birthday in January of 2021. The experience was life altering. I really became a woman in that first year living in the city. I learned so much about myself, about life and about relationships. In 2022 I started to face my fear of posting things on the internet and I was making aesthetic reels on instagram of my life in New York and it took off instantly. I had millions of views, I was in the pilot program for getting paid per view on reels, I gained 12,000 followers in a week.
Unfortunately for me, my fear of judgment got the better of me and I stopped posting them which was very dumb. I lived in the village until I graduated from NYU in May of 2023. I moved to the upper west side with my best friend after college. I was teaching in home violin lessons and playing in an orchestra in Manhattan. I was also teaching at a studio in Montclair, New Jersey. It was a ton of running around and at some point at the beginning of this year I realized that what I wanted my life to look like didn't really align with living in the city anymore. I missed my family. So, I moved home this past May, re-downloaded TikTok and I am giving the whole content creation thing another try. I waited until moving home because although I knew New York content would do well as it always does it didn't feel authentic to me. I didn't want people following along because they wanted to see New York. I wanted them to follow along to see me and my real life. I feel like this move back home has really allowed me to truly feel like myself again. My roots are here, they always have been and they always will be. When I moved to New York the thought that I would come back home never occurred to me. It was a scary thought. In a way it felt like that would be moving backwards. In the wise words of my mother “Your location has nothing to do with whether or not your life is moving backwards or forwards- no matter what you do, life is always moving forward” and she was right. It has, so far, been the best decision I've ever made.
2. Tell me about the Spoiled Daughter Brand. What inspired the name?
I know everyone says “I’ve always wanted to start a brand”. However I’ve been envisioning creating my own “ something" since I was in elementary school. I have notepads full of sketches; color schemes, potential names, products, clothing, covers and article names. These notepads honestly stretch back all the way to when I was in 4th grade. I wanted to be the editor and creator of my own magazine, I wanted a lifestyle & homegoods brand and I wanted to create my own coffee table books. I liked the idea of designing my own things because I’ve always had such a specific taste. For whatever reason I always thought that would be something I did in my 30s- like after I had children. I never really had a plan for how I would get there. An important lesson I've learned over the past year is that if you have an idea or something you want to create there is no perfect time to start and furthermore things take time to solidify. So, you must start now with whatever you have because the time is going to pass anyway.
I am a very intentional person and I only wanted to create something that was real and meaningful to my life. Sometime in the last year or two when I made the decision that I was moving home it hit me. I was filled with immense gratitude for my home and for my family. It felt like my childhood finally made sense. I felt a very radical feeling of self acceptance. The aesthetics of where I grew up, the things that filled my childhood bedroom, the books I read, the movies I watched all kind of came flooding back. I felt like me again. I felt like it was ok to be me again and I couldn't have been more joyful. I toyed around with so many names and “Spoiled Daughter” felt perfect. I thought it was a clever and funny way to really say I’m grateful for my life and I wouldn't be anything without my family. At the same time it's the very early stages for me and it's just a title. I don't know if it will ultimately end up being THE name of my business but for now i think its doing a good job creating a community and reaching the people I want to reach.
3. What is Spoiled Daughter Brand?
Right now, it's a vibe, an aesthetic, and a budding community with very limited branded merchandise to purchase. Real life is not always aesthetically pleasing. It’s not always perfect and it's not always beautiful and that has been something that I’ve really struggled with when I create content to post on the internet. If something isn’t aesthetically perfect and pleasing I don’t like to post it. It makes me physically uncomfortable and certainly limits how much i post and what about. In the past month I’ve started to use the Spoiled Daughter account as an outlet for that for me. The Spoiled Daughter account is a perfectly curated spoiled daughter dreamworld. It has glimmers of what my real life looks like and glimmers of what I want my life to look like. My personal account is what my life actually is. But the ideas are still coming from the same brain being me. One is the goal and one is the current reality. I think that’s the point of a brand, it's not supposed to be real life. It’s supposed to be like a dreamworld and I think that’s something that I’m really enjoying seeing other brands create and I feel very inspired to create my own. The world I intend to create will be inspired by most sacred spaces; the bedrooms I’ve lived in, the West Village, and the south shore of Massachusetts.
With my focus shifted to basically “ setting the vibe” I’ve seen massive growth on the accounts and I’ve also seen a record number of orders just in the past 24 hours. This “brand” of mine has only been around for 6 months. It started out as a gold star graphic that said “Spoiled Daughter” in red letters over top of it. I created a Shopify and a website and found a fulfillment center that made to order T-shirts and I made it available to purchase. I had orders that day and I was shocked. Since then I played around and designed a couple more graphics to figure out what exactly I was going for aesthetically and instead of keeping them to myself I made every single one of them available to purchase and created a “campaign” for all of the summer and fall graphics sort of like trial runs for me and the consumers. Everything I’ve made has been a graphic designed by me printed onto a made-to-order T-shirt, sweatshirt or mug because I didn't want to create waste. I’m very intentional with what I purchase and that is reflected in what and how I create. I don't like unnecessary excess. Obviously when you have an idea starting from absolutely nothing you have no idea if anyone is going to purchase it. My goal with this merchandise was to get the name and idea out there in a tangible way to kickstart the Spoiled Daughter community while I was figuring out what exactly I wanted it to be. Hence what i discussed before- not waiting until something is perfect. In doing so I have loyal followers and repeat customers less than 6 months in.
4. What is your LAUNE (mood)?
Is happiness a mood or a feeling? I would never describe myself as a “moody” person. I wake up everyday excited, grateful and hopeful and anyone who knows me would attest to that. Everyday feels like it could be the day that something big is going to happen for me. Some people would call that delusion I call it optimism. It depends on the day of course but I feel like the 3 main moods I have throughout a day are calm, tired and anxious. I always go to bed happy and excited to wake up.
5. What inspires you?
I feel like a sponge when it comes to inspiration. I’m inspired by my mother and my grandmother and the women they were when they were my age and how they grew into adults and mothers. I’m always inspired by the women on the internet who have taken their following and made a profitable and culturally influential business out of it like Paige Lorenze and Devon Lee Carlson. I'm inspired by the powerhouses like Anna Wintour and Martha Stewart. I’ve spent a massive amount of time in museums and I take a lot of inspiration from exhibits. You know an exhibition is good when you forget where you are and you have no idea how long you've been in there. My favorite exhibit every year is the one put on by the costume institute at the metropolitan museum of art. I’m inspired by impressionist paintings, specifically American impressionism, which is often overlooked. I’m inspired by historical architecture and interior design. Music is obviously a huge inspiration for me because without it you have nothing. The type of music that is playing can alter any environment or any mood.I take a ton of inspiration from the runways, past and present. I like to read Vogue and Harper's Bazaar. I am drawn towards colors, textures and light everywhere I go. Whether I’m out shopping, on a walk at the lake, out to dinner. I’m greatly inspired by the feeling of a place. The feeling of dining outside in the cold at night in New York, the feeling of watching the sunrise over the Atlantic Ocean, the feeling of sitting in your bedroom alone, etc. So, I guess maybe it would've been easier to narrow down what doesn't inspire me.
6. I love your Spoiled Daughter content. What fuels your creative process and the kind of content you create?
I spend a lot of time on Pinterest. I’ve had boards running for 6 years straight. I even post my own camera roll. It's something that I take very seriously. I realized that my interest was basically a massive mood board for what my dream world would look like which is essentially what I want Spoiled Daughter to become. So, again going back to the notion of just starting and creating with what you have I realized that I should be sharing these curated vibes and aesthetics with my intended audience. You have to let people know who you are and give them a reason to follow you. My creative process is simply going on Pinterest and pinning things to my various boards- anything and everything really. Outfits I like, interiors I'm envious of, cinnamon rolls that look delicious, basically anything I would gladly welcome into my life now or in the future. I find pins that match and play around with the order until it feels smooth and cohesive to me. It's like if you were to take a magazine photo spread and make it into a video with music in the background. If it's something I like that speaks to me for whatever reason its Spoiled Daughter coded because I am the Spoiled Daughter.
7. What are you looking forward to in 2026?
I’m turning 25 and that feels surreal and monumental so I'm excited for what my 25th year has to offer. It's going to be my first full year living at home since I was 17 and I think it's going to be lovely. I’m looking forward to focusing on growing my own social media platforms and hopefully making the world of Spoiled Daughter bigger and better of course. I feel like 2026 is going to be an incredibly creative year for me. I can already tell there is going to be lots of arts and crafts, lots of writing, lots of filming, a ton of reading, movies and music. I’ll probably pay a visit to New York at some point and I’m really going to try to make it to Europe. I’m really just looking forward to wherever life takes me.
8. What’s next for you and the Spoiled Daughter Brand?
I think the next step for me and Spoiled Daughter Brand is to make me the face of the brand by intertwining my personal accounts with the spoiled daughter accounts. Show the Spoiled Daughter community that there is a real life girl (me) behind the curated Pinterest dumps, the gift guides and the cute graphics. The intention was always that I am the Spoiled Daughter. I think it's easier for a community of people to grow and strengthen when there is a person at the helm rather than solely relying on a vibe. In the new year I plan to start a Spoiled Daughter Blog to subscribe to and read and shop. My biggest goal is around merchandise. The experimental phase of made to order products with my graphics on them is probably over. I want to design a product that is made locally and ethically and specially for me and my brand. I have a couple ideas what that product might be and I am hopeful that it will be the first of many. I also want to experiment with ways to get the Spoiled Daughters (the followers of the accounts) involved.
Rapid Fire:
1. Describe your style in three words.
“sophisticated, original, chic and fun” - I didn’t know so I asked my mother.
2. AM or PM skincare?
Both (I take my skincare very seriously)
3. What’s one product you could not live without?
Moisturizer!!! I’m constantly moisturizing my skin.
4. If you could only wear one designer for the rest of your life, who would it be?
I would wear head to toe Miu Miu everyday. The first purchase I ever made in NYC was a pair of Miu Miu cat eye sunglasses and they have been a very special brand to me ever since.
5. Early mornings or sleeping in?
I’ve been an early riser my entire life.
6. Favorite place?
My bedroom in my childhood home.
7. Favorite drinks spot in New York?
The Zinc Bar on West 3rd (get the black and gold espresso martini when it’s cold and the elderflower French when it’s warm) Also Caffe Reggio.
8. Favorite restaurant in New York?
That really depends… I’ll have to name a couple: Aria Wine Bar (get the lobster ravioli and flourless chocolate cake ) Cowgirls (get a frozen mango margarita) Song’ e Napule, Bar Piti (duh), Cafe Fiorello, Old Johns, and Balthazar for Brunch.
9. Dream collab?
I religiously use Wildflower Cases so, a Spoiled Daughter Wildflower Case would be very cool. I’m also a huge Yankees fan so doing something with them would be iconic.
10. Favorite brand?
11. Favorite style icon?
I have several; Fran Lebowitz, Anna Wintour, Kate Moss, Derek Jeter and Devon Lee Carlson
12. Favorite movie?
Goodfellas, Breakfast at Tiffany’s, Call Me By Your Name, The Devil Wears Prada and Lord of the Rings
13. What are you loving right now?
I’m loving being in a phase of life where I feel completely myself.
