In a short video on her Instagram this week, Chung announced the logo of her eponymous label, Alexachung, ahead of the brand’s launch later this month in a short film.
Titled Dressage,?the preview short film shows an immaculately’dressed Chung in luxury riding gear, giving a nod to the uniform British style we’re so used to seeing her in.
“It is a tongue-in-cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing,” explained Chung to Vogue Magazine. “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 it’s supposed to be funny.”
To celebrate the launch of the collection, Chung called on long-time friend?Pixie Geldof to model the collection?exclusively for the June issue of Vogue Magazine.
The last time we witnessed Chung flex her creative fashion muscles was the successful Archive By Alexa campaign for Marks & Spencer, which undoubtedly helped launch her from model to designer. Knowing Alexa (We’re on a first-name basis), everything’she touches turns to gold and we’ve no doubt that this collection will differ.
You’ll have to sit still until the label officially launches at the end of the month, but in the meantime take a browse through our gallery some of Alexa’s best fashion moments.