Some of the most exciting news to come across my desk today – Alexa Chung is to launch her eponymous Fashion Brand called Alexachung. As you may be aware she has done collaborations in the past with the likes of Marks and Spencers (which you can read about here), Madewell, Supergra and who can forget the iconic Mulberry Alexa. It is certainly about time that she is doing her own thing and launching her own brand.
“I feel as though I’m kind of prepared to do it now. 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,” she said in an exclusive interview with Business of Fashion.
Alexachung will be a ready to wear line that will hit shelves in May 2017 and she will be creative director for the line over seeing a six person design team and has appointed Edwin Bodson (formerly of Haider Ackermann) as managing director which is quite the smart move. And as retro as it may sound – I do hope that there is a velvet blazer in the collection somewhere. The brand will include jewellery, evening wear, shoes and much, much more.
“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,” she added.
I have heard that it is apparently going to be at a reasonable price point. Though I have heard that it will sell on luxury websites such as Selfridges, MyTheresa and Matchesfashion.com I am not sure what the price will fall. But I honestly cannot wait to see this line when it launches and I have no doubt that it will sell out as soon as it get stocked. So this is one to mark in your diaries!!
