Model, TV personality, and style maven Alexa Chung is launching her own fashion line, ALEXACHUNG—and it’s about time! The Brit is no stranger to working in the fashion biz, having designed sell-out collections for brands like AG Jeans and Madewell, inspired one of the hautest bags in the world of accessories (Mulberry’s “Alexa”), and collaborated as a creative consultant for Superga, Marks & Spencer, and Eyeko. Choosing to use her own name for her brand comes as no surprise, considering Chung’s sense of style has made her one of the most coveted stars on the fashion front.
Chung has tapped Edwin Bodson as managing director, who previously held the position of head of Atelier Haider Ackermann, and a full design team to assist her on the new project. “Alexa’s innate sense of style and proven track record of successful design collaborations form the foundations of her brand,” Bodson said in a statement. “By rethinking how garments are presented and offered, we will nourish a relationship with those who are passionate about clothes and creativity, whether this is conveyed with Alexa’s clothing range, or experienced way beyond.”
“After many seasons of inspiring and eye opening collaborations with some of my favorite brands, I have decided that now is the perfect time to go at it alone and establish my very own fashion line,” said Chung in a statement.
The first collection of RTW womenswear will include a range of categories, including denim, daywear, eveningwear, shoes, jewelry, and “permanents,” which Chung describes as “daily luxuries.” The brand already has placements in a slew of international stores and e-commerce sites like Selfridges, Galeries Lafayette, MatchesFashion, MyTheresa, and SSENSE. Plus, Chung is also launching her own e-commerce platform, which will not only sell the line but will also incorporate interactive content.
“I have been fortunate enough to have found a wonderful team from various corners of the fashion industry and beyond to help realize my vision and make this lifelong dream a reality,” said Chung. “We hope to bring you wearable, cool clothing you can live in and love in, whilst exploring the sartorial relationship between masculinity and femininity, something that has been a cornerstone of my personal style since I was old enough to dress myself.”
The brand will debut in May 2017.