Alexa Chung launches own label online and in global luxury stores

By

Barbara Santamaria

Published
May 31, 2017

British fashion icon Alexa Chung has unveiled the inaugural summer collection of her hotly anticipated eponymous brand with a fashion show at the Danish Church of Saint Katharine in London’s Regent’s Park.

The launch was livestreamed to the world via the brand’s newly launched e-commerce website, which was asking shoppers to join a short virtual queue on Wednesday morning before entering the site.

Inspired by her own sense of style, the collection includes an assortment of daywear, eveningwear, shoes and jewellery - many of which were unavailable to buy at the time of writing. “The Alexa Chung collection looks strong (though expensive) but it's disappointing to see so many key items 'coming soon',” wrote a Twitter user on Wednesday.

The company said the designs are based on key silhouettes, and "re-contextualising styles with playfulness whilst maintaining a balance between masculinity and femininity."

"I had been creeping towards this goal of starting my own business for years and finally it just felt like the right time to take the plunge,” said Chung.

“The experience I have enjoyed in art directing, modelling, and designing for other brands bolstered my confidence and experience across some of the many areas it takes to form a fully-fledged brand. Ultimately, I just really like making clothes and dreaming up new outfits and although it's a risk I was too curious not to try to do this - to make my dream a reality."

Drawing from Chung’s personal style influencers, the summer line's hero pieces include a Brian Jones-inspired candy stripe suit, a pinafore dress in lilac PVC and a Charles Jeffrey illustrated jacquard silk Cheongsam.

Managing Director Edwin Bodson – previously head of Atelier Haider Ackermann said: “The response and level of support from retailers and the overall industry has been truly overwhelming. Our unique positioning, allowing us to prioritise quality and attention to detail at an accessible price point, coupled with a ‘see now, buy now’ approach outside of fashion weeks has been the key to create authentic relationships with our incredible suppliers, manufacturers and stores.”

The summer collection is available to buy from alexachung.com and select luxury retailers including Selfridges (UK), Colette and Galeries Lafayette (France), De Bijenkorf (Netherlands), Bergdorf Goodman, Neiman Marcus, The Webster, Opening Ceremony (USA), Net-A-Porter, Matches, Boutique 1 (Middle East) and Boon the Shop (South Korea).