ALEXA: ‘It’s A Risk’

Can Alexa Chung win us over with her pre­mium de­signs?

Look (UK) - - FIRST - words: Max­ine eggen­berger @Max­fashed­i­tor

Is it her air of in­ex­pli­ca­ble cool? Or her hair that falls just so? We can’t quite put our fin­ger on it, but there’s def­i­nitely some­thing about Alexa Chung. The 33-year-old was born with the sar­to­rial Mi­das touch; from her days as a TV dar­ling to now, a bona fide style icon, she’s long been the girl of our fash­ion dreams. We’ve in­vested with­out ques­tion in the trends she deemed wor­thy, tried in vain to mimic her en­dur­ing taste and, most re­cently, we’ve heav­ily bought into her re­spec­tive col­lec­tions for AG Jeans, Su­perga and Marks & Spencer. Yes, our need for her seal of ap­proval is pal­pa­ble – and it’s about to get even more so.

After ce­ment­ing her suc­cess with other brands, the next log­i­cal step for Alexa was to start her own cloth­ing line and, thank­fully for us all, she’s fi­nally done just that. Launch­ing on 30 May, Alex­achung will be avail­able to buy – fol­low­ing the ‘see now, buy now’ model al­ready em­ployed by top Brit de­sign­ers – via Net-a-porter, Matches Fash­ion, Mytheresa, Sel­fridges and Alex­achung.com. ‘I’d been creep­ing to­wards this goal of start­ing my own busi­ness for years and fi­nally it just felt like the right time to take the plunge,’ Alexa con­fides. ‘The ex­pe­ri­ence I’ve en­joyed in art di­rect­ing, mod­el­ling and de­sign­ing for other brands bol­stered my con­fi­dence.’

It’s clear this is a true labour of love for the star, who drew in­spi­ra­tion from her own set of idols – Jane Birkin and the late David Bowie – to el­e­vate her de­signs. ‘Ul­ti­mately, I just re­ally like mak­ing clothes. Although it’s a risk, I was too cu­ri­ous not to try this, to make my dream a re­al­ity,’ she adds. Ours too, AC. Ours too. Prices start at £85 and peak at a very cool £1,500 (with some dresses hit­ting the £450 mark) but we reckon that, for de­signs that fo­cus on qual­ity and as a thank-you for the decade of out­fit in­spi­ra­tion Alexa’s treated us to, you should def­i­nitely con­sider in­vest­ing in a piece of that for­mi­da­ble Chung style.

Jacket, £55 trousers, £360 both Alex­achung

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