And now the wait is finally over, with Chung celebrating the arrival of her inaugural collection – a culmination of almost 18 months of work – in a wedding themed showcase at the Danish Church of St Katharine in North West London on Tuesday.
In attendance were friends Daisy Lowe, Pixie Geldof, Jean Campbell, Henry Holland, peers from the fashion industry, and a healthy shower of confetti.
Wearing a green lurex dress and black loafers (both of which were highlights from the ALEXACHUNG collection), she presented a range of super easy separates, including jumpers, logo t-shirts, suede jackets and stand-out evening pieces.
The entire line managed to embody the best bits of her signature style: breezily sophisticated suits, loose trousers and plenty of stripes.
Everything was imbibed with the effortless polish that has landed Chung a spot on fashion icon lists since 2009, with her style DNA evident in all the clothes strolling down the aisle runway, backed by a choral rendition of Beach Boys hit Good Vibrations.
In her welcome address to the waiting congregation (we were in pews after all), Chung acknowledged the effort she’d put into the lengthy design process.
“I wanted to hold the presentation somewhere that felt uplifting and celebratory and ultimately had a good vibe about it. The location we found felt quintessentially British and perfect for what we wanted to achieve. I had been joking about marrying myself to this brand, which is where the wedding concept came from. I wanted it to feel ceremonial, to bring a sense of occasion to the unveiling of the collection. It’s been a long journey to get to this day and I was so happy to be able to share it with all my close friends and family along with my peers from the fashion industry who I have admired along the way.”
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