By Jennifer McShane
11th Jul 2016
11th Jul 2016
LONDON, ENGLAND - JULY 05: Alexa Chung attends the European premiere of "The Legend Of Tarzan" at Odeon Leicester Square on July 5, 2016 in London, England. (Photo by Jeff Spicer/Getty Images)
British model and perennial It Girl, Alexa Chung is cementing her status as one to watch in the fashion world by launching her own fashion brand.
Following her stint as a creative consultant for Marks & Spencer Chung has told The Business of Fashion that she will be now be launching her own eponymous line, Alexachung.
The brand?will be selling everything from day to eveningwear,?accessories and of course, denim.
She has collaborated with several brands in the past, including a collaboration with Madewell, a denim-focused collection, AC for AG and a creative consultancy with Superga, as well as having inspired the famous Mulberry Alexa bag.
“I feel as though I’m kind of prepared to do it now. If it had been anytime sooner than this, I either wouldn’t be responsible enough or have been able to take on this kind of feat,? she said.
The model-turned-designer explained that she wanted more creative freedom and that she could only really achieve?this through a distinct line of her own.
?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.?
It is said that the range will be “competitive” in terms of pricing; Chung added that she was keen to create a brand that was widely accessible, and not just focused on the high-end market. ?The collection will be stocked by luxury retailers including Matchesfashion.com, MyTheresa and Selfridges, as well as via a stand-alone website.
?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. 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.?
The collection is due to launch in May 2017. Mark it in your diaries.
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