Alexa Chung is launching her very own label!

Hello my little foxxs!

It has always been on Alexa's bucket list to design a collection with her own label. She has mentioned in various interviews that she would like to work on a label without someone else's brand briefs to stick to.

This decision has been made straight off the back of her super-wearable lines for AG and Madewell, as well as recently fronting AG's most recent campaign. Chung will be overseeing the ready-to-wear collection that will include denim, shoes, jewellery and evening wear. This project will be backed by a team of six designers including former head of Haider Ackermans atelier Edwin Bodson.

The range will be accessibly-priced, considering her past collections we are guessing that the main focus of the range will be on wardrobe staples with a vintage influence.


Chung has said that her line will be influenced by her own wardrobe and that she wouldn't design anything she herself wouldn't wear. She has also mentioned in recent interviews that her passion to create comes from lack of something being available for her closet.

Alexa who has consulted for brands like Eyeko and fronted campaigns for L'Oreal and Longchamp, has said that working on her own campaign, without the supporting infrastructure of an already existing brand will be a challenge, though this challenge she is equipped to deal with.

“I was so lucky. Designing look-books and thinking about what packaging to send gifts in; it’s not your own money so you’re like ‘can I have it in this, this and this?’ and when it’s your money you’re like ‘Oh god, just put it on newspaper’.”

When asked about designing under her own name, Chung said, “I want to do it forever…I was walking along the street the other day and I was looking at Paul Smith and Isabel Marant and Marc Jacobs and I thought, well they’ve all put it under their names. I’m just as good as them.” I love her confidence! 

Wondering where to buy?

Come May, MyTheresa, Selfrides, Matchesfashion.com and SSense will all stock the label, alongside a dedicated e-store.

Thankyou you so much! *salute*