Model and TV personality Alexa Chung is going on her own. The fashion darling announced that she will launch an eponymous brand, Alexachung, in May 2017. The contemporary line will include shoes, daywear, eveningwear, denim, jewelry and “daily luxuries.” She has previously collaborated with AG Jeans, Madewell and Marks & Spencer, among others.
“The moment I feel like I can sit down and stay in one city and focus, that’s when it will happen”, she said. “I just think it’s disrespectful to the industry to do it any other way.”
Chung has tapped former Haider Ackerman head of atelier Edwin Bodson as managing director for the brand.
“We hope to bring you wearable, cool clothing you can live in and love in, whilst exploring the relationship between masculinity and femininity, something that has been a cornerstone of my personal style since I was old enough to dress myself,” Chung said.
Alexachung will be carried at select retailers including Selfridges, Galeries Lafayette, Matches, Mytheresa and Ssense, as well as through an Alexachung e-commerce platform.
Bodson said that Chung’s personal sense of style and proven track record of design collaborations are the foundation of the 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 experience way beyond,” Bodson said.