Alexa Chung is a television presenter, and contributing editor at British Vogue. Now she gets to add “designer” to her repertoire with the launch of her own new fashion collection. Earlier this week, Chung graced the cover of British Vogue magazine, having just launched a new website and teased a video showing only three pieces from her upcoming collection. The promo film, posted on Instagram on Monday, was shot by acclaimed Australian filmmakers Daniel and Lorin Askill, whose work include music videos for artists including Paul McCartney as well as fashion films for brands including Apple, Dior and Alexander McQueen.
Chung, 33, a contributing editor at the magazine describes launching the collection as “just the start”, offering that she’d “love to open a shop” within her first five years in business. Styled by the magazine’s fashion director, Lucinda Chambers, and photographed by Mario Testino, Alexa wears a Breton top and a gold sequinned beret by other designers on the cover. Inside though, she models pieces from her new eponymous label, including a crochet tank top layered over a sequin tulle maxi dress, styled in a mash up by Chambers with pieces from Chanel, Prada, Dolce and Gabbana and Diane von Furstenberg, as well as vintage finds from London emporium Beyond Retro and lingerie by Agent Provocateur.
“This is a moment in my life where I felt I could dedicate all my attention in one direction,” she says in the accompanying interview. “Age has something to do with it … I’m young enough and excited enough to start something new, but old enough to think I could pull it off.”
Available from May 31 at Alexachung.com and Style.com.