It looks like Alexa Chung is longer content being just a muse, campaign face and occasional author. Even though the sartorially savvy Brit has traded on her sought-after personal style for close to a decade -lending her name to brands like AG Jeans, Madewell, Eyeko, Marks & Spencer and Superga - now, at the tender age of 32, she feels comfortable enough to launch her own namesake label.
Speaking exclusively to Business of Fashion, the former TV host revealed the name of her brand, Alexachung, describing it as a contemporary priced ready-to-wear-line that will arrive in stores and online in May 2017. "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," she says. "I just wanted the freedom to sort of make my own world, without someone else's brand's brief to stick to," she explains.
According the interview, Alexachung will produce denim, casualwear, eveningwear, shoes and jewellery. She has appointed a six-person design team, most notably headed up by Edwin Bodson, the former head of Haider Ackermann's atelier. On top of that, she's already secured some top-tier retailers in the form of Selfridges, Galeries Lafayette, matchesfashion.com, mytheresa.com and ssense.com. The line will also sell directly from an e-commerce site.
So why now, all of a sudden? "I feel like I need to get it up and running whilst I'm still young enough to have the energy and still be in touch with pop culture enough to make something that is actually relevant to the audience today," she says in the interview. Luckily, you don't have to be a Chanel customer to afford it, either. "I'm not making 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."