It’s been nearly a year since Alexa Chung first announced that, at long last, she’d be bringing her own fashion brand into the world. And if you recall from our original post, we were elated with the news, for if there’s one figure whose style can unite all of Team Fashionista despite our varied tastes, it’s Chung. It’s been a slow tease over the past 11 months: After the drop of a dressage-themed campaign video (Chung is a classy broad!) and launch of a dedicated Instagram account, Alexachung, the label, is available to shop.
As seen in the accompanying lookbook, Alexachung’s debut collection neatly ticks off all of Chung’s own style signatures that we’ve come to love over all these years. There’s boyish suiting (most notably, a trouser and pant set covered in inch-thick pink and burgundy stripes), flouncy, feminine dresses and blouses in tight floral patterns and ’70s-inspired little-girl knitwear, as well as patent leather frocks with ruffle detailing, color-blocked suede jackets, an assortment of graphic tees and tops to pair with any or all of the above. Then, the accessories: What would a Chung brand be without ankle boots or the occasional quirky piece of jewelry?
