The pattern of the lines above the word reflects the threads, as seen above and below the fabric.
The semicircular mechanism of the sewing machine, which usually creates the flaws in sewing, has been located at a point that reflects the idea of ®. A flaw is what makes the product truly unique, original. Here, the flaw is treated as an asset which emphasizes that the product is handmade and distinguishes it from those of an industrial production.
The first two not-separated letters, f and a, hide and at the same time reveal the initial letter of the maker, Alexia.