Markarian [1], an emerging American brand [2] known inherently for its elevated playfulness, was founded by Alexandra O'Neill in 2017. Based in NYC, every piece is made thoughtfully [3] in an effort to reduce waste, with the support of the garment district's fine craftsmanship at its core. That is likely what attracted our first lady Dr. Jill Biden to the label for Inauguration Day [4]. After all, she has used her fashion choices [5] to signify her dedication to sustainability [6] before. But O'Neill also designed a truly remarkable coatdress set for Biden in a lovely ocean blue tweed, that came with a matching face mask [7]. Later on in the evening, the president's granddaughters [8], Natalie and Finnegan Biden, also wore Markarian.

"I think it is so wonderful that this administration recognises the power their fashion choices have. Not only did Dr. Biden, Natalie, and Finnegan look beautiful on Inauguration Day, but their choice of an American brand directly supported independent workers and small businesses in New York's Garment Centre who are struggling right now. Fashion is not all about pretty dresses and glamour, it is a huge industry that supports 180,000 jobs in New York City alone," Alexandra told me when I talked to her about dressing Jill, the presentation of her new fall/winter 2021 collection, and the current mission of her brand.

Image Source: Getty / Alex Wong [9]Above: Alexandra's favourite photo of Dr. Jill Biden wearing Markarian on Inauguration Day.

O'Neill, who also creates bridal wear, still counts Emma Roberts's appearance [10] in one of her dresses the first week she launched as one of the most memorable moments. "It was so nice to have that kind of support so early on," she said. Since then, Markarian has become a celebrity go-to as well — Jameela Jamil wore a rainbow sequinned robe [11] on the comfort of her own couch for the 2020 Emmys and Demi Lovato recently styled the sequinned co-ords [12] with her new pixie cut.

For fall 2021, there is much more high octane glamour to appreciate, with luxe-satin pajama style separates and beautiful, feel-good knits in the mix. Many of the pieces will likely end up on the racks of celebrity stylists, and maybe even hanging in Dr. Biden's closet too. Scroll down to hear more from Alexandra about the magnitude of Inauguration Day, and learn about her current values as a fashion designer [13] with a platform to make a difference.

POPSUGAR: When did you find out Jill would be wearing Markarian [14] on Inauguration Day?
AO: We were so honoured to even be considered to design Dr. Biden's Inauguration look. Our entire team was so excited to be a part of this, it felt very energizing. We did not know that she was going to wear it until she walked out that morning, so we were almost just as surprised as everyone else!

"The fact that Dr. Biden chose an emerging American brand shows that she understands the influence her choices can have on American fashion.

PS: What was the aftermath like? Assuming there were a lot of DMs!
AO: I knew there would be a lot of attention on whatever Dr. Biden chose to wear on Inauguration Day, but I never expected it to be to the extent that it was. There was such a huge outpouring of congratulations and well wishes afterwards that felt so heartwarming and encourageing. I truly appreciate every single message I received.

PS: What does it mean to you that in 2021 the First Lady has chosen your brand for this moment in the spotlight?
AO: It is the greatest honour and truly humbling. The fact that Dr. Biden chose an emerging American brand shows that she understands the influence her choices can have on American fashion.