Alexa Chung's eponymous fashion label ALEXACHUNG revealed its debut summer collection last night with a launch live streamed on the brand's e-commerce website. Inspired by Chung’s personal style influencers; a Brian Jones inspired candy stripe suit followed a Charles Jeffrey illustrated Jacquard Silk Cheongsam, and pinafore dress in lilac PVC. ALEXACHUNG uses highly skilled craftsman and suppliers, combining fabrics and embroidery with iconic fashion silhouettes, re-contextualising them with playfulness, whilst maintaining the balance between masculinity and femininity. 

Alexa Chung said of the brand: "I had been creeping towards this goal of starting my own business for years and finally it just felt like the right time to take the plunge. The experience I have enjoyed in art directing, modelling, and designing for other brands bolstered my confidence and experience across some of the many areas it takes to form a fully-fledged brand. Ultimately, I just really like making clothes and dreaming up new outfits and although it's a risk I was too curious not to try to do this - to make my dream a reality." 

The summer collection is now available to buy from alexachung.com, where you can watch the full collection presentation and from select luxury retailers internationally including Selfridges, Net-A-Porter, Bergdorf Goodman and Galeries Lafayette.

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ALEXACHUNG in 'fashion & accessories'