Alexis Bittar Addresses Identity In “Reclaim The Flag” Documentary

Alexis Bittar has never been shy about shining a light on subjects those with a timid approach would avoid. In the marketing of his eponymous jewelry and accessories brand Bittar has shone a light on older women, women who have undergone mastectomies and most recently, trans women who populate his award-winning Instagram micro-series chronicling the adventures and missteps of Margeaux, a Boomer-era diva who is wildly inappropriate by today’s woke-influenced Millennial and Gen Z landscape. In his latest creative project, Bittar turns to something personal to address America’s greatest symbol, its flag and how the symbol of freedom has been co-opted in a polarized social and political environment. For the documentary, “Reclaim the Flag” which released on July 17^th, Bittar teamed up with award-winning producer Bruce Cohen, of “American Beauty”, “Silver Linings Playbook” and “MILK” to create a 27-minute film featuring major fashion figures along with other LGBTQIA thought leaders addressing the issue and possible solution.

For his part Bittar had long thought about how the current administration was affecting Americans from all walks of life but especially the LGBTQIA community.

“It’s become such a symbol of aggression, the American flag, like ‘we’re coming for you’ during Trump’s era. How tragic is this, like this is where we’re at that the ultimate symbol of the United States, is now used as a weapon to bifurcate? This concern about Trump and Project 2025 was the impetus,” Bittar said over Zoom adding, “Thinking about the new administration and what actions I can take to combat their policies. It seemed folks were in shock and experiencing malaise. But I homed in how the flag was co-opted by the right and how did the left let that happen? What are some of the roadblocks that have been forged to embrace the American flag as an identity?

The jeweler was quick to share his experience on the matter. “I noticed as a gay husband and father I deferred to saying New Yorker first before saying American when traveling abroad, based on the struggles of the LGBTQIA community in the US. Yet there is no other country I’d rather raise my kids in; I gave this some thought. It’s the most progressive as far as same sex parenthood is concerned,” he said adding, “We need to fight. Holding signs at a rally, while important, is not going to be enough. Looking at the news, I think, ‘Where’s the rage? How do we hold the country accountable to what this flag represents that everyone is created equal according to the Constitution?

As Bittar was pondering this in Brooklyn, Cohen, a self-described political and social activist was upstate in Columbia County—equally Democratic and Republican—with his husband and daughter also contemplating the flag’s meaning.

“My husband and I noticed that when we saw an American flag in the yard, there was also Trump sign. We decided they don’t own the flag and, in the run, up to the 2024 election bought a custom made 10 feet by 20 feet American flag which hung on the barn alongside Harris Walz signs,” Cohen recalled.

However, when the election was over, the couple began to seriously contemplate its symbol but left it up. “We hadn’t taken it down and felt like it kind of proved the point.

Still, they were increasingly concerned about having this huge American flag displayed. “I’m sure we are not alone in wrestling with this idea. When Alexis called me to work on the film I said, ‘You had me at ‘Reclaim the Flag.’” The duo was introduced by Jason Weinberg of Untitled Entertainment who is an co-executive producer on the film.

Cohen has recently expanded his work to documentaries which include, “The Path Forward” about Israeli and Palestinian activists working together for peace and “We are Guardians” about indigenous people of Brazil fighting to save the rainforest.

Starting in February for casting and shooting and editing in April, the film, also came together with help from artist Mickalene Thomas, co-executive prouducer; Steve Madden, producer; stylist Arianne Phillips, producer; and publicist Kelly Cutrone among others, which is 100 percent non-profit.

“We wanted to include all demographics from the LGBTQIA community. We cast this in March during the attacks on American universities and law firms. We obviously have to deal with how people feel about the United States and what we want honest feelings about what their real thoughts are and made it very clear that this was going to be a solution-oriented documentary. But some people were nervous and declined to be in it,” Bittar noticed. Those who did say yes include Marc Jacobs, Mel Ottenberg, Jenna Lyons, Isaac Mizrahi and drag queen Gigi Goode among others.

The participants were given three questions to answer, two of which they knew ahead of time and the third one, ‘What is the solution’ was asked midway through the filming.

“We learned really quickly everyone already felt like the flag was no longer our symbol. It didn’t make people feel safe. So were focused on the solution because everyone already knew there was a problem,” Cohen recalled. “We also found that despite the right accusing the LGBTQIA community of not loving America, it was not true,” Bittar added.

The solution was not to create a new one nor fly it upside down in a nod to a maritime distress signal of being in danger. “If we have to turn the flag upside down, then we’ve surrendered it,” Bittar added. The consensus was if everyone started flying and displaying the flag, it would show pride and punctuate similar desires versus the current alienation of each side, essentially blurring the lines as to whose flag it was.

Bittar’s most recent foray into film has been the Instagram series about an out-of-touch Upper East Side diva, played by trans actress Patricia Black, was designed to feature Alexis Bittar merchandise as the characters are decked out in the brands jewels and handbags. “Reclaim the Flag” is a personal project, separated as much as one can from an eponymous fashion accessories label.

“From the beginning I was clear it was separate from the brand. This wasn’t a vehicle to push product or even really get the limelight of the brand. This was about the message around the flag and if it seemed that it was somehow an extension of the brand, it would’ve seemed disingenuous,” Bittar said, while acknowledging he has been fearless with the brand and its messaging.

“I want to thank Alexis for being willing to take on an issue like this as someone who is associated with the brand. People associated with brands declined participation, worried about being on the record. Thank goodness some like Alexis are willing to look at the greater good or we’d be in even more trouble than we’re in,” Cohen added.

“The older I get, the more I don’t really care. I’m not driven by the dollar to build a brand. That’s not the common thinking in private equity message but I don’t have to worry about that anymore,” he said. The founder bought back his brand in 2020.

His conviction is steadfast. “A brand builds community, I feel strongly about that. If I was to play it safe, I would be disinterested in the brand. If I was always being bipartisan and being tiptoeing around and making sure that I’m appealing to every single person, it would not be my brand. So for me, I made that conscious decision years ago that I would speak my mind and if there’s a fallout, there’s a fallout, and I’m okay with that.”