Alexa Chung is launching her own fashion brand

Some time ago we told you about the growing phenomenon of web influencers turned fashion designers. The it girl par excellence, Alexa Chung, is now embarking on the same road. After the numerous collaborations and creative consultancies she made in recent years, the British model, TV presenter and socialite is ready for a new adventure.

Alexachung, this is the name of the project, will debut in May 2017 and can already count on a six-person team with a background in the world of luxury, music and art led by Edwin Bodson, former head of atelier at Haider Ackermann.

“I see this being the culmination of a lot of hard work for a decade and this being the resting place for all of those ideas and to continue kind of developing and growing that, just in this one home base space” she told Business of Fashion, adding: “I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to".

Without even an anticipation about its first collection, the brand has already bought out a spot at some of the most prestigious stores worldwide: Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa and SSENSE, in addition to a dedicated online platform.

Will we finally be able to look as cool as Alexa?