ALEXA: ‘It’s A Risk’
Can Alexa Chung win us over with her premium designs?
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, £55 trousers, £360 both Alexachung