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ALEXA CHUNG LAUNCHES NEW LABEL

Last night British babe Alexa Chung presented the first collection of her new clothing brand, named none other than Alexachung, in a quaint English chapel. This marked the point where Chung started to devote her creative energies to her very own label rather than collaborating with big highstreet names from Marks and Spencer to Superga.

The brand emulates Chung’s effortlessly chic style, with over 150 pieces in her debut collection ranging from a striped two piece trouser suit in pink hues, to a more classic polo short with sleeves that flare from the shoulder. The wide selection boasts a playful answer to all social occasions, combining unique textiles with classic tailoring for the ultimate expression of femininity. Whilst priced slightly steeper than the fast fashion outlets that dominate the market, the reasonably priced garments are a small price to pay for a slice of Chung’s much desired aesthetic.

A glimpse of the collection

Chung herself describes her vision as creating clothes that people want to wear, deriving influence from New York edge, Parisian Chic and the British sense of humour. She insinuates that her collection is an ode to all that stimulates curiosity, from Jane Birkin’s nonchalance to David Hockney’s stripy sweater.

With such a deeply divine opening collection that is both affordable and effortlessly chic, we are already eagerly anticipating next season’s offerings!

Images courtesy of @alexachungstagram and @alexachung

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