Alexa’s designer debut
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.
Two creations from the debut show for the Alexachung label.