It was only a matter of time before Alexa Chung launches her own label after several successful collaborations with AG Jeans, Superga, Marks and Spencer and Madewell. She had launched her long-anticipated ready-to-wear clothing line on Tuesday evening of this week, and it is the spitting image of her own personal wardrobe.
Alexa has enlisted the help of former head of atelier at Haider Ackermann, Edwin Bodson, as the label’s Managing Director. Creating the 150-piece collection which also includes shoes and accessories is classic to Alexa’s personal style; a mix of a flirty tomboy thrown back into the retro ages with a touch of rock ‘n’ roll.
The collection incorporated classic tailoring in distinctive prints and in beautiful fabrications, including a striped pink and maroon 2-piece trouser suit, prairie printed tiered maxi dresses, patent lilac pinafore dress, plenty of peter pan collars and broderie cotton dresses and shirts. The range captures her individual edge in a functional setting allowing the pieces to be paired in a very wearable way.
Price points enter the ‘premium’ market bridging the gap between high-street and Luxury with pieces starting at £75 ranging to over £1000. Collections are now available online and can be found on her own editorial and transactional website as well as Matches and Selfridges.
Written by Rubee Variava. Follow the fashion team on Instagram @questfashionlondon.