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A hit brand by an It girl

A hit brand by an It girl
By April Kosky

This week, British style icon and it-girl Alexa Chung revealed the first collection from her eponymous label. Held in a church near Regent’s Park in London, the collection was a run-through of all the best styles we’ve seen her wearing over the last ten years.

The first we heard of the collection was about a year ago when Chung explained that she had so enjoyed the process of collaborating with other brands, she thought it was time to set up her own line. She started sending out teaser images of the collection about a month ago when an Instagram account was set up for the brand and her logo was released. According to her website, she moved back to the UK so she could work on the collection which combines “Parisian chic with a New York edge, as well as the very British sense of humour.”

The collection is ‘see-now, buy-now’, meaning it was available to purchase the next day at a variety of worldwide stockists. Obviously, a few of the pieces have already sold out on her website. While there has been much industry support of the collection, many of her fans have taken to Twitter to bemoan not only the designer-level prices but also the lack of diversity in her model line-up. Countering this, managing director of Edwin Bodon said: “Over 20% of casting in the show were women of mixed race of diverse ethnicities, and considering that Alexa Chung herself is of mixed race, it was natural that the casting be all inclusive.”

Staying true to her personal style, the collection is an ode to Chung’s wardrobe staples, including tea dresses, trench coats and suiting. We’ve put together a selection of the best pieces.

Tonight’s the night.

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