California prosecutors on Thursday filed 12 new charges against India-born celebrity fashion designer Anand Jon Alexander, who was charged last month with multiple counts of rape.

Alexander, who was first arrested by the Beverly Hills Police on March 6, now faces 33 felonies and misdemeanours charges, ranging from rape and sexual battery to committing a lewd act on a child and contributing to the delinquency of a minor by giving her liquor, authorities said.

"It is violent. It is sexual offence against younger female victims. It is a pattern of conduct that is like a serial sex offender," Deputy District Attorney Mara McIlvain told the court at Jon's arraignment in Beverly Hills.

Jon pleaded not guilty to all charges in Los Angeles County Superior Court, according to media reports.

Judge Elden S. Fox dismissed one previously filed misdemeanour count of sexual battery. A prosecution request to increase his $1.3 million bail was denied and Alexander, who had already posted bond, was allowed to remain free. His next court hearing is on June 12.

Jon is a well-known figure in the celebrity fashion world, designing clothes for Paris Hilton, Mary J Blige and others. He was the subject of articles in magazines such as People and Star and was a judge on the show 'America's Top Model.'

He was initially charged with seven counts, including forcible rape, lewd acts upon a child, contributing to the delinquency of a minor, sexual battery by restraint and attempted forcible oral copulation. The charges involved three alleged victims, including a 15-year-old.           

The designer will be able to resume work, but Fox ordered that a guardian, Jon's mother, be present if any women under the age of 30 are at her son's job.