Alexa Chung’s Eponymous Label Has Landed

This is not an emergency. I repeat, not an emergency.

After a lengthy string of collaborations with brands like AG Jeans and Marks & Spencer, Alexa Chung’s hotly anticipated ready-to-wear collection is finally upon us. Anointed fashion’s “it girl” by Chanel’s Karl Lagerfeld, Chung’s ultra-feminine rock and roll hybrid style has become synonymous with an era of inspired style.

Chung launched her eponymous label ALEXACHUNG at dusk in the corner of London’s quintessentially British Regent’s Park. Guests arrived in the leafy grounds of the Danish Church of Saint Catherine, to be greeted under a carpeted marquee in the flower-strewn garden by refreshing Pimm’s, champagne and wood-fire oven pizzas.

Amongst the cluster of guests were Chung’s peers and close friends Molly Goddard, Henry Holland, Daisy Lowe and Pixie Geldof, accompanied by a hierarchy of fashion press including Net-a-Porter’s Dame Natalie Massenet and Business of Fashion’s Imran Amed.

Lending a cheerful tone to proceedings, the show’s romantic soundtrack was provided by the encapsulating Capital Children’s Choir. As a soulful rendition of ‘Good Vibrations’ by The Beach Boys reverberated around the church, the show began.

The inaugural summer collection featured masculine silhouettes merged together with ultra-feminine tiered ruffle dresses in ditzy floral prints, almost conveying Alexa Chung’s own perception of how Alexa Chung should dress.

The opening look featured a popped collar peeping over a sweater that read ‘Screw You’, printed in a quirky font heavily inspired by close friend’s Tennessee Williams’ Deep End Club, an activist platform in Chung’s adopted home of New York.

Incorporating effortless, elegant tailoring and classic silhouettes, transfused with racy rock and roll designs, the inspiration behind the collection was evident. An ode to the eclectic array of rock icons that Chung’s own compelling style has been heavily inspired by.

The evening saw David Hockney inspired knitwear, accompanied by leather dresses reminiscent of Marianne Faithfull’s infamous appearance in Jack Cardiff’s seminal 1960s film ‘The Girl on a Motorcycle’. Trench coats and gently flared trousers were aplenty, effortlessly channelling a young Francoise Hardy.

A pinstripe Brighton-rock suit in red and pink hues acted as an ode to the late Brian Jones. Whilst an ice-blue tailored jacket and trousers lent a subtle nod to David Bowie. “Music has had a huge influence on my work,” Chung notes. “I don’t think I’ll ever stop finding musical magicians compelling”.

As the finale dawned, the intimate audience were showered with delicate pink petal confetti as Chung swooped down the aisle to collectively gather her audience outside. Guests congregated outside of the church in front of a vintage Mercedes convertible adorned in a white wedding ribbon, evoking an encapsulating feel of the quintessentially English summer wedding.

The unique show itself acted as a harmonious marriage (a union of sorts). The intimate audience witnessed the entwinement of Alexa Chung, the irrefutable style icon and ALEXACHUNG, the eponymous line. Quintessentially Alexa Chung, Chung’s debut collection is only the start of marvellous things to come.

Alexa Chung’s debut collection of clothing, shoes and jewellery includes 145 pieces and is now on sale at 55 retailers, amongst them are Net-a-Porter, Matches and Selfridges. Prices range from £85-£1500.


Words by Katie Macpherson