Brands to Know: ALEXACHUNG
The wait is finally over! Alexa Chung's namesake brand debuted earlier this week against the beautiful backdrop of a chapel in London. According to the brand's website, ALEXACHUNG is a combination of "Parisian chic with a New York edge, as well as the very British sense of humor" and lends heavily from the fashion starlet's own sartorial repertoire of lacy frocks, androgynous suiting, clunky heels and ironic tees tucked into slouchy trousers.
The collection leans more on the expensive side, featuring a range of eclectic clothing, accessories and shoes that fall within the $100-$500 price range. The brand's debut collection draws a lot of inspiration from the 70s, offering everything from chunky platform heels to rainbow striped crochet two-piece sets and high waisted trousers. Personal favorites include a pair of earrings with porcelain hands dangling from the hoops and a tee with "Screw You" scrawled across the front in psychedelic print.
ALEXACHUNG will produce four in-season collections internationally, ship to the US and be stocked by stores located in over fifteen countries around the world. Chung's desire to "create clothes that people want to wear" reportedly determines the brand's core values and aesthetic vision, which combines "grown-up tailoring" and "classic silhouettes" with a bit of "rock n' roll" edge.