Founded in 1951 Montreal by Max Schwartz, a creative entrepreneur with a great vision, Daymor has long been considered an industry leader in the Special Occasion/Eveningwear category.

Well known for combining classic elegance with quality craftsmanship, the company has made its mark delivering refined womenswear and providing unrivaled customer care to all of its retailers & clientele throughout the Americas, Europe and the Middle East for the past seven decades.

In the 50s and 60s, Daymor was showcased at iconic Montreal department stores of the time including Simons, Laliberté, Paquet et Pollack and more recently included New-York based Bergdorf Goodman, Saks Fifth Avenue and Neiman Marcus.

During its long-standing history, the company had memorable divisions & employed remarkable design talents including Elvia Gobbo and Tom D'Auria who designed 'LUV & The Factory' as well as Karen Perry, Michelin Boucher, Lorraine Beauchamp (namesake collections 1978 – 1989) & Catherine Mercedes Ferreira (1990 – 2001). 'Caroma' & 'Modasport' were two other notable Daymor divisions during the 80’s & 90’s.

Since 2001 the collection is designed by Alexander Taksev.
In 2018, Daymor officially launched its rebrand Alexander By Daymor and Max Schwartz appointed Alexander Taksev as company Vice President in charge of creative direction/ design, corporate image and advertising.
Alexander's sought-after designs have achieved commercial success & continue to be featured by various actors, television personalities, influential philanthropists & businesswomen. His work is showcased in specialty stores and boutiques across North America & the Middle East as well as Montreal museum exhibits.

Most recently, his love for luxurious, modern dress design led to the conception and successful launch of the bridal brand ICON by Alexander. 
Alexander continues to build on the company’s rich history and tradition by introducing collections that embody the spirit of classic elegance and refinement.