Belfast Telegraph

Alexa Chung's new clothing line has its own Instagram account

Alexa Chung has dropped a "tongue-in-cheek" short film ahead of her clothing line release.

Alexa Chung has unveiled a stand-alone Instagram account for her new fashion line.

The British style icon and TV presenter has always been feted for her wardrobe choices, and brands like Longchamp, Ugg Australia and Tommy Hilfiger have previously tapped her to work with.

Alexa has also turned designer in the past, teaming up with U.S. denim brand AG and J.Crew's Madewell, and now five years after first announcing plans to start her own line, Alexa is finally going it alone with her eponymous label.

She revealed on Monday (08May17) that her designs will drop on 30 May, and that the line also has its own social media account.

“The beginning! Head to ALEXACHUNG.COM to view the full film and unveiling of the logo for my clothing line whichhhhh launches 30th May, 2017,” she posted alongside a teaser video,

“I also have a new Instagram for my clothing line :-) follow us @alexachungstagram.”

The new account has already uploaded nine posts, including an image of Alexa posing in white jeans and a light shirt, and three videos directed by Lorin Askill.

The short films see 33-year-old Alexa getting dressed in equestrian riding clothes, mounting her white horse and riding around a barn while sunlight filters through the windows, adding an ethereal glow to the clip, set to a melodic piece of music.

The short clip, titled Dressage, ends with the horse stamping Alexa’s new A logo into the sand beneath it.

“It is a tongue-in-cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing, coupled with the feeling that you could spend endless amounts of time trying to create something that means a lot to you, hoping that some might appreciate it. Beauty is in the eye of the beholder. I guess itʼs supposed to be funny,” Alexa explained to British Vogue in the accompanying interview for her June cover shoot in which she posed in her own designs.

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