Jump to Main ContentJump to Primary Navigation
Top

Alexa Chung is launching her own fashion brand

Alexa Chung.jpg

She’s known for her quintessentially British style, for starting enduring trends, contributing to fashion magazines and having designers name bestselling products after her, so it should come as no surprise to learn that socialite Alexa Chung is launching her own fashion brand.

Following her wildly successful stint as a creative consultant for Marks & Spencer, which saw her select key pieces from the brand’s archive, Chung has told The Business of Fashion that she will be now be launching her own eponymous line, Alexachung.

The brand, set to be sold at a ‘contemporary’ price point, will be selling everything from day to eveningwear, accessories and – of course – denim. 

Having worked with several brands in the past, including a collaboration with Madewell and a creative consultancy with Superga, as well as her personal style having inspired the famous Mulberry Alexa bag, Chung is in a good position to know what the customer wants.

alexa chung

Alexa Chung's personal style has sparked countless trends

This time, though, the model will have more creative freedom, telling BoF:

“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to. That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, [you] kind of have to keep within their design remit.”

Chung will be at the helm of a six-person design team, and the brand’s managing director will be former head of atelier at Haider Ackermann, Edwin Bodson. The collection will be stocked by luxury retailers including Matchesfashion.com, MyTheresa and Selfridges, as well as via a stand-alone website.

Keen to create a brand that is widely accessible and not limited by high-end prices, Chung says:

“I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone. I’m not making something that has got a crazy high price point. I want to make sure it’s something that is speaking to just everyone on the street.”

The collection is set to be available from May 2017. Get it in your diaries now.

Images: Rex Features

Related

Thatcher.JPG

“Britain's next PM will be a woman, but this is no victory for women”

rexfeatures_5534125h.jpg

A new consent law has finally been passed in Germany

city.jpg

These are the countries with the world’s happiest employees

absolutely_fabulous_movie.jpg

Ab Fab grandmas thrown out of cinema for “laughing too loudly”

podcast.jpg

The top 10 inspirational quotes from literature read by celebrities

rexfeatures_5746735v.jpg

From Kate Moss to Sienna Miller: this week's fashion highlights

rexfeatures_5737088ah.jpg

Mumford & Sons boycott Swedish festival after sexual assaults

renee zellweger.jpg

Rose McGowan's blistering response to “vile” Renée Zellweger criticism

iStock_82243587_LARGE.jpg

Business leaders unite to boost women in the boardroom

Comments

More

This epic new handbag range is made from pineapple leaves

Vegan fashion that doesn't compromise on style

by Nicola Colyer
26 May 2017

Relax: Amazon’s new wedding shop has arrived

Browse “unique, handcrafted items for your wedding day”

by Anna Brech
26 May 2017

This week's style list: from Annie Warhol to chandelier earrings

Indulge yourself with a treat from our hand-picked edits

by The Stylist web team
25 May 2017

Five items in your wardrobe that were inspired by Cristóbal Balenciaga

Don't know much about him? Look no further...

by Harriet Hall
25 May 2017

Daily outfit inspiration with our look at the best dressed A-listers

Casual dressing ideas from stylish celebrities

25 May 2017

25 unusual accessories to update your wedding wardrobe

Shoes, bags, jewellery and headgear to perk up your one-wear wedding wonders

by Amy Swales
24 May 2017

22 unusual and awesome Father's Day gifts

Stylish, foodie, boozy, outdoorsy: we've got you covered

by Amy Swales
24 May 2017

Summer looks like jeans that turn into shorts

You didn't know these were missing from your life

by Amy Swales
22 May 2017

A closer look at Pippa Middleton’s wedding dress

One of Britain's most celebrated designers, Giles Deacon, created the gown

21 May 2017

The feminist t-shirt everyone’s talking about on Instagram

It’s time to wear your feminist credentials front and centre

by Kayleigh Dray
19 May 2017