Your style dreams have come true. Today, television personality, model, trendsetter, Vogue UK contributor and Mulberry-bag inspirer Alexa Chung announced the launch of her own fashion label. The eponymous ready-to-wear line will be sold at Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa, SSENSE and its own e-commerce site beginning in May 2017.
Alexachung will feature it all — denim, daywear, eveningwear, shoes, jewelry and other special products. While we’ve known she had it in her for years, the 32-year-old told Business of Fashion she only recently came around to the idea: “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.”
Years spent collaborating with established fashion labels (Madewell, AG Jeans), rebranding an app (Villoid), slaying best-dressed lists and watching her following multiply have led her to this point: “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 continued. “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.” To help offset the burden of her youthful vigor, Chung has enlisted the help of Edwin Bodson, former head of atelier at Haider Ackermann, along with five other designers from the worlds of luxury fashion, music and art.
In addition to promising her considerable following “something that is exciting and unique and new,” Chung had these words of encouragement for her fans: “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 just gets us.