Rejoice! It-girl, trendsetter, model and designer Alexa Chung is finally launching her own eponymous fashion label, and it could even directly land from the stores to our wardrobes in May 2017.
After more than ten years in the fashion industry, countless campaigns and a few collaborations (such as those with AG Jeans, Marks & Spencer, Superga and Eyeko), the British icon has finally decided to step into the role of a fulltime fashion designer, taking the helm of her Alexachung fashion line.
Although Chung’s followers have been expecting a fashion line from her for a few years now, the 32-year-old talented woman did not feel ready to make such an important move towards the Fashion Hall of Fame, and wanted to wait as long as it was necessary for her to feel 100% ready to do it.
“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,” she said in an exclusive interview with the Business of Fashion.
Alexachung, the pieces of which will be sold at selected online and bricks-and-mortar stores, such as MyTheresa, Selfridges and Galeries Lafayette, will focus on ready-to-wear clothing and accessories, the style of which will be highly sophisticated and always contemporary. The line is also going to include jewelry pieces Chungle, but also “permanents” that are said to be “daily luxuries”, which we can’t wait to see for sure.
Alexa won’t join in this venture alone: she is, in fact, going to have a top-notch six-person design team, the members of which all come from different backgrounds, music included. As for the managing director’s position, she appointed atelier Haider Ackermann’s former head Edwin Bodson, who will surely help the designer broaden her already big target audience.
“I have been fortunate enough to have found a wonderful team from various corners of the fashion industry and beyond to help realize my vision and make this lifelong dream a reality,” Alexa Chung said in an official statement, revealing her biggest wish too. “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.”
As for the pricing, Chung told the Business of Fashion that she wants to reach everybody, as her eponymous label could have a luxe quality yet with more prêt-à-porter price tags. “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. 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,” she said.
Well, that’s good news indeed!
Photo courtesy of @chungalexa