Courtesy of ALEXACHUNG
Alexa Chung Talks About Her New Clothing Line, Her Style Evolution And Fashion Muses – Forbes
Overalls. Peter Pan collars. Trench coats. Striped suits. Mary Janes. Ruffles. Is there any trend that Alexa Chung didn’t spark? Now the fashion icon is making her signature style available to all with the launch of her eponymous fashion line, ALEXACHUNG, with over 100 pieces, including jewelry and shoes. The much-anticipated big reveal came via a fashion show in London, as a choir sang The Beach Boys’ “Good Vibrations” while models walked the aisles of a church. Thanks to the “see now, buy now” strategy, you can snap it up right away at Bergdorf Goodman, Opening Ceremony, Net-a-Porter, The Webster, and alexachung.com. Chung gives us the inside scoop.
Why did you decide to launch your line now?
I thought it would be fun and there are only so many collaborations one can do before the urge arrives to create something that is entirely yours.
How would you describe your first collection?
It’s fun, witty and playful. There are tomboyish elements but it’s more feminine than I expected it would be when we first started in a kitchen in East London. I think it’s both pretty and cool at the same time, which is tricky to balance.
Where did you look for inspiration?
Everywhere from girls on the street to my own vintage clothes or old images of the Beatles and Charlotte Rampling.
Were you designing for yourself or someone else?
I think it’s hard to differentiate when it comes to personal taste and creative output what is or isn’t for me because my aesthetic inherently reflects things I personally like but equally I wasn’t being totally selfish and only making things that suit me.
You’ve been a style icon for nearly a decade. How has your style evolved over the years, and how is that reflected in your line?
I’m not sure the evolution of my style is reflected in the line as it’s probably more reflective of what I am drawn to these days as opposed to the past. In terms of how my taste has progressed, I think it became more mature and slightly less twee probably. Like the Peter Pan collars I left behind a while ago and nowadays I am able to handle sexier things, whereas in the past I wasn’t comfortable wearing that type of thing.
What’s your favorite piece in the line?
I really love the baby blue suit because it’s so relaxed but also makes a statement.
Why did you opt for the “see now, buy now” strategy?
It just made the most sense to me. I wanted people to be able to buy the collection as soon as it was revealed because I’m impatient and I think the waiting for six months for things model is great for certain brands but with our price point and vibe I felt there needed to be a certain amount of immediacy.
How did your previous fashion design collaborations, such as with Madewell and AG, inform the line?
I think they prepared me for how hard it can be to make a collection. I was always trying to educate myself during those collaborations about how companies work and how you build a brand with a strong sense of self.
How was designing for your own line different?
We started from scratch with no team whatsoever so myself and my MD had to build the business from nothing. That was a huge responsibility but also quite exciting because we got to put something together that could become exactly as we wanted it to be. I still want a ballet bar in my office but that has yet to emerge.
Why did you focus on the advanced contemporary price point?
It just felt right. I wanted the clothes to be beautiful and well made without compromise but at the same time I didn’t feel as though a huge price tag would be right for my brand. I wanted it to be the same pricing as the things I like to buy which are investment pieces that will last but that you don’t feel are breaking the bank.
Your line hits quite the range, with everything from denim to daywear to evening wear to accessories. Why was that range important to you?
I wanted to create a wardrobe and one of the main questions I ask the team before we green light anything is “what would you wear this with?”. That practical element of making very wearable clothes is incredibly important to me.