The former fashion model, already a household name in the UK and well-known as one of the contributing editors for British Vogue Magazine, will be launching her namesake fashion line Alexa Chung in Spring next year.
Extending on her stellar career and reputation as a style icon, in addition to her successful collaborations with a variety of extremely well-known brands, the television presenter will be taking on the post of Creative Director for her fashion label, which will hit retailers in May 2017. Featuring trendy ready-made clothes that have been priced at contemporary rates.
The 32-year-old revealed that after working extensively with various fashion labels on both collaborations as well as creative projects, she could finally drum up the courage to start a business of her own, which will sell a variety of fashion products, from day-wear and evening-wear, to denims, shoes and even jewellery, along with novelty products.
Chung, who has previously collaborated with AG Jeans and Madewell, and has worked in the capacity of a creative consultant for Eyeko, Superga, and Marks & Spencer, among others, said in an exclusive interview how she became confident enough to start a fashion label on her own only after she had worked with all these brands. She added that had she started earlier, she would never have been nearly as capable or responsible enough to do the job all on her own.
Chung follows the line of many female celebs-turned-entrepreneurs, from Karlie Kloss to Victoria Beckham, who are known to have directly urged their followers and fans to start business ventures of their own, rather than partnering with leading retailers or spending their valuable time and energy promoting other people’s products.
Chung will be in-charge of a six-strong dedicated and highly qualified design team, who have impressive professional backgrounds, from the art and music industries to luxury fashion houses. Stepping into the role of her company’s Managing Director will be Haider Ackermann’s former Head of Atelier Edwin Bodson, who previously looked after the commercial and product development for the e-commerce offering of their women’s wear pre-collections. Bodson has been appointed by Chung herself.
Chung’s maiden collection is all set to be featured at well-known luxury retail outlets like Galeries Lafayette, SSENSE, MyTheresa and Selfridges, besides having a full-fledged e-commerce portal. The brand is set to focus its area of activities in New York, Paris, Hong Kong, and of course, London, and has plans to introduce a special project in each venue within the first year.
Meanwhile, Chung, who is determined to make sure her brand retains some sort of accessibility, explained how she wants to make something that not crazily high-priced and can connect with the general population, even as it remains part of luxury items. She further stated that she was not very concerned with presentation. Having known that the fashion industry is characterized by rapid change, her main agenda is to have a brand that offers something new, unique, luxurious and exciting, yet is accessible enough for everyone to make a connection to.