Alexa Chung has long been a style icon, and now she's harnessing her sartorial influence and channelling it into her very own fashion line, set for release in May 2017, the model exclusively revealed to Business of Fashion today.
The eponymous line will offer ready-to-wear, denim, eveningwear, shoes and accessories, and will sit in the contemporary sector.
Having previously collaborated with the likes of AG, Eyeko and Marks & Spencer, Alexa told BoF that she felt like now was the right time to branch out on her own. "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. 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."
Alexa will take on the role of creative director in the six person team, and has hired Edwin Bodson - who previously helmed the atelier at Haider Ackermann - as the managing director. The collection will be sold on its own dedicated e-commerce platform, as well as MatchesFashion, SSENSO and MyTheresa.
"I want to make sure that we are offering something that is exciting, unique and new, but also the point of this brand is that it connects to everyone. I'm not making something that has got a crazy high price point, I want to make sure it's something that speaks to everyone."
We expect to see a sharp rise in Alexa-inspired #OOTD snaps come May of next year. - Maddison Glendinning