Alexa Chung announces the launch of eponymous fashion label

The brand will be the first solo design project from Chung
Alexa Chung announces the launch of her own eponymous fashion brand
Zackery Michael
Charlie Teather12 July 2016

Hold onto your pussy bow blouses, Alexa Chung is launching her own fashion label.

Known for her ability to reinvent herself - from model to TV host, journalist to app inventor - the 32-year-old all-rounder has stepped into her next venture.

The Alexachung brand will be the first solo design project from Chung, having previously designed collections for AG Jeans, Madewell, Superga, Eyeko and Marks & Spencer.

The first collection - which will debut in May next year - will include denim, daywear, eveningwear, shoes and jewellery.

It is said to be priced at 'an Advanced Contemporary level' and will be sold internationally at stores including Selfridges, Matches, mytheresa and SSENSE. The collection will also be available through a new Alexachung online platform.

"Surprise!" Alexa said as the news was announced. "I’m starting my own fashion label."

"After many seasons of inspiring and eye opening collaborations with some of my favourite brands, I have decided that now is the perfect time to go it alone and establish my very own fashion line."

Archive by Alexa - the M&S collection

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"I have been fortunate enough to have found a wonderful team from various corners of the fashion industry and beyond to help realise my vision and make this lifelong dream a reality."

"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."

Edwin Bodson - the newly-appointed Managing Director of Alexachung - said: "I feel blessed every day to support Alexa whose energy, passion, dedication and humour set the tone of our approach towards fashion amidst an evolving world increasingly seeking authenticity."

"Alexa’s innate sense of style and proven track record of successful design collaborations form the foundations of her brand. By rethinking how garments are presented and offered, we will nourish a relationship with those who are passionate about clothes and creativity, whether this is conveyed with Alexa’s clothing range, or experienced way beyond."

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