The duality at the core of Lindsay Hearts’ creative vision is shaped by two distinct but connected worlds. As the founder of FOXBLOOD and My Violet, she builds fashion spaces that explore contrasting aesthetics within a single creative ecosystem.
FOXBLOOD brings together a mostly minimalist ready-to-wear approach within a dark, monochromatic palette that defines its modern noir aesthetic. Rooted in the philosophy of “dark mind, kind heart,” the brand focuses on inclusive, vegan, and cruelty-free pieces, extending its vision into both clothing and earth-friendly offerings for body and home.
My Violet is FOXBLOOD’s sister boutique, dedicated to a dreamy pastel world that invites customers to soften their closet color palette and step into a more playful, dreamlike space. The brand is built by a team of fashion-obsessed creatives and exists within the same ecosystem as FOXBLOOD, offering a softer counterpart to its darker aesthetic.
Where FOXBLOOD builds through control, its counterpart responds with expression; where one contains, the other releases. Silhouettes become lighter, fabrics softer, and styling takes center stage.
Before establishing herself as an independent designer, Lindsay Hearts was already creating custom pieces for some of rock’s most recognizable figures, with artists including Slash, Megadeth, and Steel Panther wearing her designs on stage. That experience shaped her design approach. It allowed her to understand that fashion operates as a direct tool for character building. It’s no surprise, then, that when she couldn’t find garments that aligned with her own visual universe, she began creating them herself.
In 2017, she launched FOXBLOOD, whose philosophy perfectly captures that balance between visual edge and conceptual sensitivity. Over time, the brand not only established a strong identity but also cultivated an active community, largely driven by its consistent presence on social media, where Hearts shares processes, ideas, and new releases in real time.
As the brand grew, it didn’t silence her other creative impulses; she chose to give them their own space. That’s how My Violet was born, as a second platform to explore a softer, more playful aesthetic, yet equally intentional. Today, both labels operate out of Los Angeles, with a physical presence on Melrose Avenue and an ever-growing audience.
Despite their contrasting aesthetics, Lindsay Hearts’ two brands are not in opposition. FOXBLOOD and My Violet exist within the same creative ecosystem, each expressing a distinct visual language while remaining rooted in a shared focus on identity. Rather than conflicting, they function as complementary spaces that reflect different sides of the same design philosophy.
Discover more about Lindsay Hearts’ creative universe by visiting her official website, and explore both FOXBLOOD and My Violet to experience each side of her distinctive vision.
Photo credit Cameron Alastaire
