Celebrity

Style queen Alexa Chung to launch own fashion brand

Alexa Chung

Get those praise hands ready – Alexa Chung is launching her own label and it’s going to be to die.

Following on from the success of her collaborations with Madewell and AG Jeans, Alexa’s self-titled brand will have a contemporary fashion focus, incorporating denim, daywear, eveningwear, shoes and jewellery, as well as as-yet unspecified “special products”. In an exclusive interview with Business of Fashion, Alexa noted that working with established brands gave her the confidence to go out on her own.

“I feel as though I’m kind of prepared to do it now. If it had been any time sooner than this, I either wouldn’t be responsible enough or have been able to take on this kind of feat.”

As creative director of Alexachung, Alexa will work closely with a team of six designers to see her vision executed. Former head of atelier at Haider Ackermann, Edwin Bodson, has been appointed managing director, and will bring a wealth of commercial experience to the table.

The first Alexachung collection will be sold via a dedicated e-commerce platform, as well as at selected luxury retailers including Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa and SSENSE.

Despite being positioned at the higher end of the market, Alexachung will remain true to Alexa’s playful, down-to-earth approach to fashion. “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,” she says. “I’m not making something that has got a crazy high price point. I want to make sure its something that is speaking to everyone on the street.”

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