The Algorithm is Bullshit—Build What YOU Love | Alex Antoniou, Le Sept Founder

from F5 Collective Presents Women in Business · host Linda Morris

0:00 Opening: The Algorithm is Bullshit0:30 Introduction: Creative Director to Handbag Designer1:30 Growing Up Creative: Movies & Family2:06 The Bangkok Buying Trip2:45 Finding the Sparkly Recycled Material3:21 The Sustainability Story4:00 Deciding to Make Bags, Not Suits5:00 Late Night Birthday Conversation5:37 Creating Film Scripts for Each Bag7:00 Storytelling Over Product Shots8:30 Naming Le Sept: The Seven10:52 The Seven Bag Personalities13:00 Building the Brand Without Money15:00 Who You Know vs What You Know17:38 When Mistakes Become Wins18:30 Working with Suppliers in Thailand19:43 The Algorithm is Bullshit: Full Story21:31 Customers Don't Know What They Want22:00 We're Going Into a Clone Society23:06 Find Your Own ThingFrom creative director in advertising to handbag designer, Alex Antoniou is building Le Sept on her own terms—and rejecting the algorithm-driven sameness of modern fashion. Her bags have personality, her brand has story, and her approach to business is refreshingly rebellious.In this episode, Alex shares:✨ Why the algorithm is bullshit and makes everyone look the same✨ How a random buying trip in Bangkok turned into a business✨ Building a brand through storytelling and film, not product shots✨ Why you should be your own number one customer✨ The power of pulling in favors and collaborating with creative friends✨ How a manufacturing mistake became her best design✨ Going against the Instagram template culture to stay true to your vision✨ Why customers don't know what they want (and why that's okay)Whether you're in fashion, creative industries, or building any kind of brand, Alex's approach will inspire you to trust your instincts and create something that actually stands out.About Alex Antoniou:Alex is the Founder of Le Sept, an Australian handbag brand built on storytelling, sustainability, and serious style. With a background in creative directing for major brands, Alex is now channeling her experience into building something uniquely her own—bags with personality and a brand with soul.👜 Discover Le Sept and the stories behind each bag at https://www.lesept.com.auThe growth engine for women who mean business.http://www.f5collective.com

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This episode is 25 minutes long.

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This episode was published on April 8, 2026.

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