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Alexa Chung launching own fashion brand

Published 11/07/2016

Alexa Chung
Alexa Chung

Alexa Chung finally feels prepared to launch her own brand, Alexachung, which will hit stores next May (17).

Alexa Chung is set to launch her own namesake fashion brand.

The British star has collaborated with numerous big labels over the years but is now set to release a ready-to-wear line under her own name.

Scheduled to hit stores in May 2017, Alexachung will be reasonably priced and include denim, eveningwear, daywear, jewellery and shoes, along with some special items.

“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 told Business of Fashion.

“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to. That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, (you) kind of have to keep within their design remit.”

Some of Alexa's previous ventures include Madewell and AG Jeans, along with stints as creative consultant for the likes of Eyeko and Marks & Spencer. Now the 32-year-old is going it alone she's pleased to finally put a decade's worth of hard work into action, before her knowledge goes to waste.

"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.

Alexa will overlook a six-person design team, with former head of atelier at Haider Ackermann, Edwin Bodson, as managing director. Her first range will be available at luxury retailers such as, MyTheresa and Selfridges, as well as via a dedicated e-commerce platform, and she hopes it will appeal to everyone with its affordable prices.

"I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone,” she said. “I’m not making something that has got a crazy high price point. I want to make sure it's something that is speaking to just everyone on the street.”

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