Shopping
Alexa Chung is set to launch a line
British television presenter and model Alexa Chung is set to launch a contemporary-priced line that will hit retailers in May 2017.
Under the name of Alexachung, denim, day, evening outfits, shoes and jewelry, as well as special products will appear.
In an interview to the resource BoF. Alexachung said that only after a series of collaborations and creative projects with other fashion brands, she gained confidence to build his own business: “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”. Previously Alexa Chung has collaborated with brands AG jeans and Madewell. She also worked as a creative consultant of the brand in Marks & Spenser and Eyeko.
The team Alexachung included Edwin Bodson, ex-head of Studio at Haider Ackermann. Bodson previously was responsible for the commercial development of products in Hider Ackermann and e-Commerce.
The first collection will be sold in Selfridges, Galleries Lafayette, Matchesfashion.com, MyTheresa and SSENSE, as well as through own e-Commerce platform. Brand focuses on London, New York, Paris and Hong Kong, seeking to represent some form of special project in each city in the first year, and Chung aims to provide brand positioning to be relatively affordable.
