Alexa’s de­signer de­but

The Observer - - Front Page - Jess Cart­ner-Mor­ley

Alexa Chung on the cat­walk af­ter show­ing her de­but col­lec­tion as a de­signer at Lon­don fash­ion week

“Go­ing to cat­walk shows and be­ing pho­tographed wear­ing nice clothes doesn’t make you an ex­pert on them,” said Alexa Chung yes­ter­day be­fore her de­but show as a fash­ion de­signer.

True, but the glam­orous on-the-job train­ing – which saw Chung be­come a well-known face at Lon­don fash­ion week long be­fore she launched her Alex­achung la­bel – has paid off: her clothes com­fort­ably held their own on the cat­walk.

The big­gest chal­lenge of her first sea­son as a de­signer was “the mov­ing parts of putting on a fash­ion show”, said Chung back­stage af­ter­wards.

“We built a maze for the mod­els to walk through,” she ex­plained of the curv­ing screens which snaked around her sub­ter­ranean venue. “It looked great but made things quite com­pli­cated. We had to paint ar­rows on the floor so the mod­els didn’t get lost.”

The Alex­achung look is very recog­nis­ably the Alexa Chung look. The mood is Lon­don tom­boy, the cut Parisian chic. Most of the sig­na­tures that have seen Chung twice given the Bri­tish Style tro­phy at the Bri­tish Fash­ion Awards made cameo ap­pear­ances here. A pair of off-white dun­ga­rees, a high-waisted jump­suit, a bibbed party dress, cropped stiff­denim jeans, a patent trench coat: all these pieces are straight out of Chung’s own play­book and all looked con­tem­po­rary and wear­able.

The ref­er­ences on this sea­son’s mood­board were jet­set but the de­tails very Bri­tish: a con­ver­sa­tion print dress fea­tured post­card images of Brighton and Mar­gate.

“Hu­mour is al­ways part of what I do. That’s a very Bri­tish thing in fash­ion, I think,” said Chung.

Pho­to­graph by Is­abel In­fantes/PA

Two cre­ations from the de­but show for the Alex­achung la­bel.

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