Late last month, fashion’s most coveted muse entered the realm of design with her highly anticipated 150-piece eponymous line, Alexachung. For many in the fashion industry, they felt the self-titled label was a long time coming.

Alexachung Pre Fall 2017 | Photography courtesy of Vogue

Alexa has previously been courted by Marks and Spencer’s, to consult and design an exclusive line called “Archive by Alexa”. The British model turned TV presenter also inspired Mulberry’s creative director Emma Hill, who named and designed a bag after Alexa, after seeing an image of the model carrying the heritage brand’s Elkington bag. The “Alexa bag” is now a staple of Mulberry, and at one time boasted a 9,000 people long waiting list.

Alexa Chung in denim for her collaboration with AG Jeans | Photography courtesy of Conversations about Her

Alexa Chung Vogue cover | Photography courtesy of Vogue

Talking to Elie Pithers at Vogue, Alexa shares about how she aimed to keep the brand somewhat traditional, but at the same time, “deliberately went quite weird.” To that end, she tried to stay away from the “staples” she has essentially trademarked—Peter pan collars and princess line coats are nowhere to be found. However, the line features many of her trademark style points, including denim, effortlessly easy daywear options and prints and patterns.

Alexachung Look Book | Photography courtesy of

Alexachung Look Book | Photography courtesy of

While her six-person team hails from the peak of high fashion—Edwin Bodson, former Haider Ackermann head of atelier is managing director— the brand’s essence is still distinctly Alexa. Frill polo shirts sell alongside dungarees; patent apron dresses can be matched with severed hands bracelets. Her trademark “weirdness” is also duly present—while it is no secret to Alexa followers that she loves the traditional cheongsam (like many of us, her inspiration comes from Maggie Cheung in In the Mood for Love), this particular one in her collection is printed with severed hands.

Traditional cheongsam with severed hand print from the collection | Photography courtesy of Harpers Bazaar UK

Alexachung Pre Fall 2017 | Photography courtesy of Fashionista

On her website, the collection is described as “Parisian chic with a New York edge, as well as the very British sense of humour,” and according to Bodson, the first set of sales are apparently 40% above target. While the influence of Alexa and her clothing line should not be doubted, the brand should also be proud of the clean and high quality supply chain that manufactures her clothes. 70% of her collection is made in Portugal, and the leather and denim manufacturers are Italian. She shares a jacket making factory with Lanvin and any factory work in places such as China have been audited heavily.

Alexachung Pre Fall 2017  | Photography courtesy of Vogue

Alexachung Pre Fall 2017 | Photography courtesy of Vogue

The collection can be bought at luxury retailers like Selfridges, but unlike her previous collaborations, they are at a slightly higher price point—a simple Screw You graphic Tshirt is £75, all accessories are around £100, and a suede jacket sets you back £1,350. While not as expensive as some other self-titled labels of other fashion moguls or personalities, it isn’t necessarily the most affordable for all her followers and time will tell if they are willing to shell out for the label. That being said, some of the items in her collection have already been sold out, despite the label having been launched for less than two months.

Alexa, contributing editor for British Vogue | Photography courtesy of Condé Nast

As the original millennial “It Girl”, the hype and excitement of her line reflects her taste and refreshing uniqueness that she has consistently brought to the industry. At the end of the day, this style doyenne resurrected the Barbour jacket and ankle boot trends. The pieces in her collection are original and quirky in a distinctly Alexa Chung way, and there is no doubt that she has had a hand in curating what could possibly be the season’s new “It closet”.

Written by Kay Lee

Edited by Sonia Wan


Cartner-Morley, J. (2017). The Alexa effect: what we can expect from her new collection. [online] the Guardian. Available at: [Accessed 14 Jun. 2017]

The Telegraph. (2017). Every piece from Alexa Chung’s new summer collection. [online] Available at: [Accessed 14 Jun. 2017]

Pithers, E. (2017). Alexa Chung: The Vogue Interview. [online] British Vogue. Available at: [Accessed 14 Jun. 2017]

Reed, S. (2017). Do We Want It? Alexa Chung’s Debut Collection. [online] The Hollywood Reporter. Available at: [Accessed 14 Jun. 2017]

Rogers, S. (2017). Alexa Chung Launches Label Of Her Own. [online] British Vogue. Available at: [Accessed 14 Jun. 2017]

Wilkinson, M. and Cartner-Morley, J. (2017). Alexa Chung on her new collection: ‘I deliberately went quite weird’. [online] the Guardian. Available at: [Accessed 14 Jun. 2017]