12/07/2016
One word: Alexachung.

Words by

Giulia Brugliera

We never doubted it would happen, it was just a matter of time.

Well, the time is May 2017 and we now know for sure. Alexa Chung is launching her own ready-to-wear label. 

It’s called Alexachung (one word, because ~fashion~) and is set to be an “advanced contemporary brand.” 

Thanks to a press release, here’s what else we know so far.

  • The collection will span women’s denim, daywear, eveningwear, shoes, jewellery and “permanents,” something that we’re not sure what it really means but that Chung has decribed as “daily luxuries.”
     
  • You can expect a mix of masculine and feminine elements, with everything in line with Chung's personal style. She said in a statement: 

    "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."
     
  • Chung already has stockists lined up including Selfridges, Galeries Lafayette, Matches Fashion, MyTheresa and Ssense and a brand new e-commerce site that will feature a mix of retail and editorial content.
     
  • It’s not just her working on it (duh). Chung will oversee a six-person design team and has appointed Edwin Bodson, formerly of Haider Ackermann, as managing director.

With May 2017 still feeling like forever away, we’re hoping to get pics to drool over soon.

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