After collaborating with Madewell, AG, Superga, Marks and Spencer and beauty brand Eyeko, Alexa Chung is set to launch a ready-to-wear line under her own name. Scheduled to hit stores in May 2017, Alexachung will be an “advanced-contemporary brand” that will include women's ready-to-wear (denim, daywear and eveningwear), accessories (think: shoes and jewelry), and "permanents," which Chung describes as "daily luxuries." She already has a number of international retailers on board, like Selfridges, Galeries Lafayette, Matches Fashion, MyTheresa and Ssense, as well as a brand-new e-commerce site that will feature a mix of retail and editorial content.
“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,” she told Business of Fashion. “I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to. That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, (you) kind of have to keep within their design remit.”
Alexa will overlook a six-person design team, with former head of atelier at Haider Ackermann, Edwin Bodson, as managing director. "I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone,” she said. “I’m not making something that has got a crazy high price point. I want to make sure it's something that is speaking to just everyone on the street.”