If it weren’t for Alexa Chung, would we be wearing kick flares and Mary Janes? Would we own mom jeans, dungarees and colourful Breton striped tops? These are the important questions we’ve been asking ourselves as news broke that the presenter-turned-muse will be launching her eponymous label, Alexachung, in just 22 day’s time.

Back in July, the fashionable temptress revealed that she was working on her own line. But, intel was sparse. We knew the collection would be a sellout, after all her previous collaborations with Madewell, M&S and AG Jeans were. And, that she as hiring for a multi-lingual Commercial Executive to help launch the ready-to-wear company. The advert also let slip that she’d already secured Selfridges, and Net-A-Porter as stockists. Considering all three are British stores, we started assuming that (unlike her Madewell and AG Jeans collections) this would have a UK-centric launch and, possibly, aesthetic.

As Alexa gees up for the launch on the 30th May, her company launched its website and Instagram account, today. While we wait for the collection to drop, which is rumoured to be 100-pieces deep – you can watch a short film. Directed by Daniel and Lorin Askill who’ve previously worked with Alexander McQueen, Acne and Dior, the two-minute long clip is an equestrian fantasy. Chung said in a statement it’s a, ‘tongue-in-cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing, coupled with the feeling that you could spend endless amounts of time trying to create something that means a lot to you, hoping that some might appreciate it. Beauty is in the eye of the beholder. I guess it’s supposed to be funny.’


Fans will no doubt be keen to pick up iconic pieces from Alexa’s wardrobe. Think: patent Mary Janes, kick flare jeans, striped tops, mini skirts and blazers, tea dresses and – of course – a statement bag, like her iconic Mulberry Alexa.  But, after hitting pause multiple times, we’re guessing the collection will include white Victoriana blouses, silk button down shirts, jacquard tailoring and jodhpurs. Back when the star first announced her new venture she shed a glimmer of hope that the pieces will actually be affordable. ‘I’m not making something that has got a crazy high price point,’ she told the Business of Fashion. ‘I want to make sure it’s something that is speaking to just everyone on the street.’