Alexa Chung has announced that she will launch her very own namesake fashion label early next year, which will sell contemporary, ready-to-wear pieces.
“After many seasons of inspiring and eye opening collaborations with some of my favourite brands, I have decided that now is the perfect time to go it alone and establish my very own fashion line,” she said in a statement.
The debut collection is set to include denim, daywear, eveningwear, shoes, jewelry and “permanents,” which Chung calls “daily luxuries.”
“I feel as though I’m kind of prepared to do it now,” Chung told the Business of Fashion. “If it had been any time sooner than this, I either wouldn’t be responsible enough or have been able to take on this kind of feat.”
Having collaborated with a number of brands in the past – from Marks & Spencer to AG Jeans and Superga – Chung now feels that she is ready to go it alone. She will step into the role of creative director of Alexachung and will oversee a design team of six, with Edwin Bodson appointed as managing director.
“I see this being the culmination of a lot of hard work for a decade, and this being the resting place for all of those ideas, and to continue kind of developing and growing that, just in this one home-base space,” she told BoF. “Also, I feel like I need to get it up and running whilst I’m still young enough to have the energy and still be in touch with pop culture enough to make something that is actually relevant to the audience today.”
Chung’s first collection will be available from May 2017 at a number of luxury retailers including Selfridges, MyTheresa and Matches.
From: Harper’s BAZAAR US