Alexa Chung to launch her own fashion label


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In news that will make you say, “How did that take so long?”, Alexa Chung is launching her own fashion label.

The 32-year-old Brit told Business of Fashion she will release a “contemporary-priced” ready-to-wear women’s line in May 2017.

The label, Alexachung, will sell denim, daywear, eveningwear, shoes and jewellery.

Chung, who has been a contributing editor for British Vogue for the past seven years, said she had waited to make the jump to designing because she wanted to be “prepared”.

“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

Although it will be the first time Chung has taken charge of a fashion brand (the model and television presenter will be the creative director of the brand, overseeing a six-person design team), it is hardly her first foray into design.

She has previously designed collections for M&S, Madewell and AG Jeans.

Her style has even inspired the world of fashion without direct input: In 2009 Mulberry released their Alexa bag, named for Chung.

The label will be sold at selected department stores in the UK and Western Europe (Selfridges, Galeries Lafayette and MyTheresa, to name a few). However, Kiwi fans may be able to get their hands on Chung’s signature jeans and blazers: the label will also have its own e-commerce platform.

Although her choice of retailers would suggest the new brand is not cheap, Chung told Business of Fashion the pieces would not have a “crazy high price point”.

However, with her namesake Mulberry retailing at above NZ$2700, mere mortals can only hope Chung has the same understanding of “crazy high” as the rest of us.Read more at: |

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2016-07-12 22:58

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