Alexa Chung is launching a fashion label you can afford

You'll never guess what the label is called

By Andrea Tim | Published: 11 Jul 2016

Alexa's own brand
Photo: Alexa Chung

Alexa Chung's fashion collaborations with brands like Marks & Spencer, Tommy Hilfiger and AG Jeans sold like hotcakes. Her effortless style, seen at countless front rows and in street style snaps, inspires millions. Whatever she wears, she makes her own. And now, the British It girl and style icon is launching her own fashion label, out in May 2017, so you can really say you're channelling Alexa Chung.

Alexachung – that's the name of the label, did you guess right? – is the result of the 32-year-old having developed enough experience to be able to start her own business with a team of fashion professionals. Former Haider Ackermann commercial director Edwin Bodson has been appointed as managing director of the company.

"I feel as though I'm kind of prepared to do it now," Alexa told 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."

The best part, she asserts her brand won't have insane price tags. "I want to make sure it's something that is speaking to just everyone on the street," she added.

While Alexa's identity is often unmistakeable in any project she takes on, having her own brand means that she has no boundaries to adhere to. For now, Alexachung will offer denim, apparel, shoes and jewellery. Business of Fashion also mentioned "special products" but the specifics have not yet been revealed. The first collection will be sold online at, Mytheresa, SSENSE, Selfridges and Galeries Lafayette. Prepare yourselves.

Related: Exclusive: Alexa Chung on her Marks & Spencer collaboration


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