No One Saw This Alexa Chung News Coming

Allyson Payer
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We've reported on Alexa Chung's various hugely successful collaborations with brands over the years, including AG, Madewell, and most recently Marks & Spencer, but it's finally time for her to step out on her own. Chung announced this morning that she's to launch her own namesake clothing line in May 2017! She's coined the brand Alexachung, and the model and style star will serve as the brand's creative director, with Edwin Bodson (the former head of Haider Ackermann) as managing director. And If there's a celebrity right now that's more than qualified to start her own clothing land, it's the sartorially savvy Chung. She's proven herself to be a trendsetter with a worldwide following and a well-respected force in the fashion industry. 

Chung, who has a British Vogue docuseries, The Future of Fashion with Alexa Chung, has certainly learned the ropes of the business over the years. Chung shared her reasoning behind her decision to start the line with Business of Fashion, saying, “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.” 

Furthermore, she gave a glimpse of what's to come in a statement: “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 first Alexachung RTW collection will include denim, daywear, eveningwear, shoes, jewellery, and permanents, which Chung describes as “daily luxuries.” The collection will be sold on her own e-commerce site and other popular retailers such as Matches Fashion and SSENSE. Chung said of the line's price point, “I’m not making something that has got a crazy high price point. I want to make sure it's something that is speaking to just everyone on the street.”

Tell us if you'd wear Chung's designs in the comments below, and shop one of Chung's favourite pairs of shoes here

Explore: Alexa Chung

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