Alexa Chung Launches Namesake Fashion Label
Alexa Chung Launches Namesake Fashion Label
In an exclusive interview with Business of Fashion, Alexa Chung confirmed that she will be launching her namesake label, Alexachung, due in stores in 2017. The brand will offer daywear, eveningwear, denim, accessories including shoes and jewelry, and ‘special products,’ which the burgeoning designer did not define. The English model and television presenter has become a style icon over the last several years, now a frequent face front-row at fashion shows, and a contributing editor at British Vogue since 2009.
“I feel as though I’m kind of prepared to do it now,” Chung stated in the interview. “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.” At 32, Chung has taken part in numerous design projects, including collaborations with brands such as Madewell, AG Jeans, and as a contributing editor on projects with brands such as Marks & Spencer, Superga, Eyeko, and Tommy Hilfiger.
The difference now is that creative control, and freedom, lies completely within Chung’s reach. “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.” Chung remarked to Business of Fashion.
“I see this being the culmination of a lot of hard work for a decade and this being the resting place for all of those ideas and to continue kind of developing and growing that, just in this one home base space,” she went on to say. “Also I feel like I need to get it up and running whilst I’m still young enough to have the energy and still be in touch with pop culture enough to make something that is actually relevant to the audience today.”
Chung also mentioned that an attainable price range will be a focal point of her label. “How we present is going to be something we need to really think about. I know how the fashion industry stands today and how it’s changing very rapidly. 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.”
The Alexachung brand will initially be launched in New York, Paris, London and Hong Kong, offering a special project in conjunction with the launch in each city. The first collection from the brand will be available starting in May 2017 from retailers including Selfridges, Galeries Lafayette, and from online retailers such as Matchesfashion.com, MyTheresa, and SSENSE.
Alexa Chung Launches Namesake Fashion Label
