The day is finally here, brace yourselves. Alexa is launching her own fashion brand. The presenter, model and style hero of many is finally releasing her own line.
BoF reported earlier today that Alexa will launch her own namesake fashion label, she'll be creative director of Alexachung which will drop in May 2017, and Edwin Bodson will take on the role as managing director.
Chung has collaborated with AG, M&S and Madewell in the past, so she is certainly well versed in what it takes to produce a successful line. Alexa commented that "I just wanted the freedom to sort of make my own world, without someone else'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".
Alexa spoke about her new brand stating "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".
The first collection shall be sold on her own site, and at retailers like Matches and Selfridges. She has promised that she won't make "something that has got a crazy high price point. I want to make sure its something that is speaking to just everyone on the street". She has nothing to worry about, everyone and their dog will be wearing her line come next May...
We. Cannot. Wait. Shop our Alexa Inspired edit below...
Photo Credit: Pinterest
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