Ever wished you could have It Brit Girl Alexa Chung's wardrobe? Well now you can... 


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She first burst onto our screens in the UK as a co-host of channel 4’s Popworld and has since been influencing the fashion world with her super cool tomboy-meets-grannie style. Alexa Chung, the 32-year-old British model, TV presenter and It girl, delighted fans this week with the revelations that she would—finally—be launching her own fashion line.

The queen of pinafores, ballet pumps and Peter Pan collars, Alexa’s personal style has inspired brands and fashionistas the world over. Even her hairdresser George Northwood is frequently asked to recreate “The Alexa,” her signature shaggy crop. Mulberry first harnessed the power of the Alexa Chung brand back in 2009, when they created the “Alexa” bag, and posted a 79% increase in sales the following year. She has then gone on to prove her talent for tapping the zeitgeist in collaborations with Madewell, AG Jeans and Eyeko, and of course her super popular Archive by Alexa collection for Marks and Spencer; which can singlehandedly be credited for putting piecrust collars back on the sartorial menu.

Alexa’s very own ready-to-wear label is to be called Alexachung, and will feature denim, daywear, eveningwear, shoes and jewellery. It will sit in the “Contemporary” price bracket—a somewhat nebulous term meaning somewhere between high street and designer—as Alexa says she wants the label to “speak to everyone on the street.”

She will oversee a six-person design team and has appointed Edwin Bodson, the former head of atelier at Haider Ackermann, as managing director. In the interview with Business of Fashion, Chung said “I feel as though I’m kind of prepared to do it now. If it had been any time sooner than this, I either wouldn’t be responsible enough or have been able to take on this kind of feat.” 

So what should we expect from the collection? With any luck we will be delighted with a delicious array of Alexa’s personal faves: dungarees, jazzy suits, long-sleeved dresses, high waisted cut-off jeans and shorts and lots and lots of velvet. No doubt, there will be a damn good pair of ballet pumps thrown in for good measure too. We want it all. RIGHT. NOW. PLEASE. 

Sadly however, we are going to have to twiddle our thumbs until May 2017, when the line is set to drop on Matchesfashion.com, Selfridges, MyTheresa, Galeries LaFayette and SSENSE.  I suppose that leaves us just enough time to head to the hairdressers. 

“Hello, George Norwood…?”

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