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A name wholeheartedly synonymous with British style, Alexa Chung ranks high in the fashion icon stakes both here and across the pond. Whether adorned in a floor-length Chanel gown or rocking a pair of Hunter wellies and ripped Levis, it is her enviable effortlessness that makes her truly ‘fashionable’. She oozes sartorial grace but never appears to take herself too seriously, which, in turn, makes her even more likeable.
What’s more, she’s just launched a pretty impressive clothing line – ALEXACHUNG. While in the past, she has collaborated with M&S, Madewell and Superga, this is her first eponymous line. On sale from May 31st, the 150-piece debut collection includes shoes, accessories, tailored suits, slogan tees and flouncy dresses – all perfectly epitomising the true essence of its designer. With prices ranging from £85-£1500, Chung has announced that she will produce 4 in-season collections a year.
@alexachungstagram
Her catwalk debut was pretty impressive too, resembling a traditional wedding ceremony, she unveiled her summer collection at the Danish Church of Saint Katharine in London. With guests including insiders, models and close friends including Daisy Lowe, Henry Holland and Pixie Geldof, the aisles read like a who’s who of high fashion. Treated to a Pimm’s reception in the gardens of the church on arrival, church pews were used for seating and the Capital Children’s Choir gave a traditional music backdrop to the show, which ended with a bang of confetti cannons.
Speaking to Vogue’s Ellie Pithers in this month’s issue, she explains: “I’m always drawn to traditions, so I wanted the brand to be traditional…but also weird. Unexpected.” I think this sums up her collection perfectly. From florals, stripes and smart tailoring to pinafores, androgynous shirts and feminine dresses, it’s what you would expect from Alexa yet it also includes a few special pieces which defy her personal aesthetic.
@alexa_chung
One thing’s for sure – this inaugural collection is a near-perfect representation of a British style icon who has her roots well and truly established in the world of fashion. I’m already eagerly awaiting her second…
The Alexachung Collection is available through Alexachung.com and selected retailers including; Selfridges, Net-A-Porter, Matches and mytheresa.
