Following a wide broadcast way back in July 2016, Alexa Chung finally raises curtains from her eponymous label’s debut collection with runway presentation at the Danish Church of Saint Katharine in London’s Regent’s Park. The entire show was also streamed live on the brand’s ecommerce website.
The AlexaChung label widely stays in sync with the founder’s personal style and consists of classical summer options like ruffled dresses, graphic tees, and denim suspenders, A-line skirts and boy-ish jeans.
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Alexa Chung on the debut of her brand said, “The collection is more about West London good girls getting corrupted. What would happen if fresh-faced girls, good at netball, were infiltrated by an electronic band from Germany? I mean the sort of band that’s getting a reaction on Pitchfork, but hasn’t been well reviewed in The Guardian. You know?” For the first drop, Chung is drawing inspirations from the ’60s and ’70s rock ‘n’ roll representations such as Marianne Faithfull’s leather mini-dresses; Brian Jones’s striped flared suit; or David Bowie’s hot hued tailored jacket and pants.
The company’s Managing Director, who was formerly Haider Ackermann’s Head of Atelier, Edwin Bodson added, “The response and level of support from retailers and the overall industry has been truly overwhelming. Our unique positioning, allowing us to prioritise quality and attention to detail at an accessible price point, coupled with a ‘see now, buy now’ approach outside of fashion weeks has been the key to create authentic relationships with our incredible suppliers, manufacturers and stores.”
The collection will begin with retailing from their e-commerce site and multi-brand luxury spaces like Selfridges, Colette, Galeries Lafayette, SSENSE, Matchesfashion.com and Mytheresa.com.
