Since she first appeared on our screens in a Holly Valance video, Alexa Chung has always excelled at reinventing herself. From model to TV host, then journalist to tech mogul, she’s demonstrated that personal evolution is key to a life in fashion. Now it appears she’s entering her next stage, and this metamorphosis might be the most exciting yet. Yesterday Business of Fashion reported she’s launching her own label, aptly titled Alexachung.
She has had stints as a guest designer — launching two capsule collections at AG jeans — and collaborated with Marks & Spencer, Eyeko, Tommy Hilfiger and Madewell. But this will be her first stand-alone brand. Alexa will serve as creative director and lead a six-person team with Haider Ackermann‘s former head of atelier Edwin Bodson acting as managing director. They’ll design across denim, daywear, evening-wear, shoes, jewellery and special products.
Speaking to BOF, she said that after gleaning experience from those aforementioned partnerships, she now feels ready to go it alone. Alexa added: “I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to… That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, [you] kind of have to keep within their design remit.”
While there is little doubt over her sartorial instincts, she’s also proven herself when it comes to moving product: both her Madewell and AG Jeans collaborations sold out, with items later surfacing with inflated prices on eBay. And when Mulberry released their Alexa bag in 2009, they reported a 79 percent increase in its sales the following year. Her app Villoid has also been a huge success. For anyone unfamiliar, the platform lets your curate and shop outfit mood boards and has become a fashion kid staple.
Alexachung will be sold on the brand’s online store as well as at a handful of retailers, including Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa and SSENSE. And good news if you live in London, New York, Paris or Hong Kong — they’re already planning launch events in your city.
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Text Wendy Syfret
Image via @chungalexa