May 26, 2017 | By WGSN Insider
*UPDATE: the first images of Alexa’s new label are here, complete with the brand logo (soft pastels, so of the moment) and the clothing brand has its own Instagram account.
After a slew of fashion collaborations under her belt, Alexa Chung is now turning her hand to her own label. The British model and presenter has just announced plans to release her ready-to-wear line, on sale in May 31 2017.
Chung will be teaming up with her newly appointment managing director Edwin Bodson, who was previously Head of Atelier at Haider Ackermann and a full design team to bring her designs to life. What can consumers expect from the new fashion offering? A full womenswear collection, everything from denim to daywear and even footwear. In terms of pricing, the offerings will be delivered at a advanced contemporary level, the fashion icon has said.
Speaking about her decision to launch the label, Chung said:
“After many seasons of inspiring and eye opening collaborations with some of my favourite brands, I have decided that now is the perfect time to go it alone and establish my very own fashion line.”
“I have been fortunate enough to have found a wonderful team from various corners of the fashion industry and beyond to help realise my vision and make this lifelong dream a reality. We hope to bring you wearable, cool clothing you can live in and love in, whilst exploring the sartorial relationship between masculinity and femininity, something that has been a cornerstone of my personal style since I was old enough to dress myself.”
“I would like to thank everyone who has encouraged and supported me on the journey thus far. With this first collection, I aim not only to delight your eyeballs but to furnish your wardrobe with all of your soon-to-be favourite pieces.”
The decision to create her own line doesn’t come as a huge shock to the fashion and retail industry. Chung has been a fundamental part of the industry, since she started modelling at the age of 16. In addition to her retail collaborations, she recently created a fashion video series with Vogue, called The Future Of Fashion With Alexa Chung and launched a fashion app called Villoid.
“Alexa Chung has shown that she can sell products with her name behind them ever since the launch of the wildly successful Mulberry ’Alexa’ bag in 2009. Since then, she’s done successful collaborations with everyone from AG Jeans and Madewell, to Superga and M&S, proving that everyone wants a piece of her always-on-point, boy-meets-girl style, ” says WGSN Associate Editor of Retail Laura Saunter.
“More than ever, consumers are buying brands or items based on which influencers or celebrities are behind them – think Rihanna for Puma, Beyoncé for Topshop with Ivy Park, and Drake with OVO. So as the poster girl for British fashion, I think it was only a matter of time before Alexa put her name behind her own collection, and it will no doubt be a sell-out”, adds Saunter.
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