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A hit brand by an It girl

A hit brand by an It girl
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By April Kosky
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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.

A post shared by ALEXACHUNG (@alexachungstagram) on May 7, 2017 at 8:04am PDT

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.”

In case you were unclear on what joy looks like. pic.twitter.com/bDrbbRthuX

— alexa chung (@alexa_chung) May 31, 2017

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.

/ Molly Smith in our baby blue Mandarin collar dress shot by Oliver Hadlee Peerch for British Vogue, available on www.alexachung.com from 31st May mollysmithmolly oliverhadleepearch britishvogue</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by ALEXACHUNG (alexachungstagram) on May 19, 2017 at 11:32am PDT

Tonight’s the night.

A post shared by Alexa (@alexachung) on May 30, 2017 at 7:43am PDT

JUST IN: #ALEXACHUNG The British style icon’s coveted debut line is here – expect romantic florals, vintage-inspired denim and more of her closet signatures.

A post shared by NET-A-PORTER (@netaporter) on May 31, 2017 at 3:36am PDT

A plethora of legends. Thank you to this cluster of wonderful women and to the extraordinary people working very hard behind the scenes at alexachungstagram to make these imagined clothes a reality. I am grateful beyond expression.</a></p> <p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;">A post shared by Alexa (alexachung) on May 30, 2017 at 7:37pm PDT

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