ALEXACHUNG x Alexa Chung
“I deliberately went quite weird,”
A nonchalant sophistication ebbed from Alexa Chung’s eponymous collection ALEXACHUNG, showcased in London last week. With baby blue suits, ruffled dresses, jeans and leather jackets, offering an array of styles. The former model turned fashion journalist, and tv personality has collaborated with numerous labels over the years offering glimpses of her style. Alexa Chung’s first collection wholly captured her whimsical tomboyish look with over a 100 styles from daywear to evening wear including shoes and accessories. Describing her collection as ‘fun, witty, and playful’, Alexa Chung said she was inspired by ”everywhere from girls on the street to my own vintage clothes or old images of the Beatles and Charlotte Rampling” A nuptial themed show launched at the Church of St. Katherine in London, with a choir and a wedding like reception.
A fresh take on fashion, with a feminine, cool girl, flair the stark contrast of the setting with the clothes highlighted carefully chosen fabrics of silk and sheer with innate details. Kimono styled dresses, leather mini skirts, pastel hues, trench coats and striped blazers. Perfectly balancing current trends and style with a more vintage feel was the beauty of this collection. Chung commented saying “‘the people whose style I love are all in this collection, I didn’t want it to be all about me – that would be boring.
In the end, my taste and my eye get in the way, and everything ends up being stuff I like wearing, which I think is fine. But I didn’t want it to be obvious.” Encompassing her quintessential tones of style, her trademark peter pan collars and princess coats were parts of the wider collection.
Shying from tradition, Alexa Chung used the ’see now, buy now’ strategy, where customers can buy the collection as soon as it goes on the runway rather than waiting six months. Benefiting trend setting and street style fashion, Chung felt it was most appropriate and effective for her collection. Alexa Chung is a trailblazer for young fashion designers breaking the traditional confines of designing a collection.