After months of anticipation, Alexa Chung’s eponymous line of clothes, shoes, and accessories has launched, drawing on her personal style and creative projects. Last night, Chung kicked off her inaugural range at the Danish Church of Saint Katharine in London’s Regent’s Park, which was livestreamed to the world via the brand’s newly launched e-commerce website, alexachung.com, where items from the collection are now available to buy. A cast of models showcased the range and walked to the angelic voices of the Capital Children’s Choir, which sang renditions of classic songs by The Beach Boys, The Zombies, and more. A slew of guests came out to support her debut—all wearing Chung’s line, of course—including Daisy Lowe, Natasha Lyonne, Tallulah Harlech, Pixie Geldof, Laura Bailey, Molly Goddard, Jean Campbell, Natalie Massenet, Jack Guinness, Henry Holland, Emilia Wickstead, Leith Clark, Isamaya Ffrench, Theo Hutchcraft, Elizabeth Saltzman, Hannah Weiland, Ellie Rowsell, Mimi Xu, and Veronika Heilbrunner.
“I wanted to hold the presentation somewhere that felt uplifting and celebratory and ultimately had a good vibe about it,” Chung said in a statement. “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 closely friends and family along with my peers from the fashion industry who I have admired along the way.”
