A London church was the setting for the launch of the inaugural Alexa Chung summer collection.
At the Danish Church of Saint Katharine in Regent’s Park, the event was livestreamed via the brand’s new e-commerce site. The collection includes daywear, eveningwear, shoes and jewellery, the company saying the designs are based on key silhouettes.“I had been creeping toward this goal of starting my own business for years, and finally it just felt like the right time to take the plunge,” says the British fashion designer.
“The experience I have enjoyed in art directing, modelling and designing for other brands bolstered my confidence,” she says. “Ultimately, I just really like making clothes and dreaming up new outfits, and though it’s a risk I was too curious not to try to do this.”
Hero pieces in her collection include a Brian Jones-inspired candy-stripe suit, a pinafore dress in lilac PVC and a Charles Jeffrey-illustrated jacquard silk cheongsam.
“The response and level of support from retailers and the overall industry has been truly overwhelming,” says Alexa Chung MD Edwin Bodson, previously head of atelier Haider Ackermann.
As well as the brand’s website, the summer collection is available at select luxury retailers including Selfridges (UK), Colette and Galeries Lafayette (France), Bergdorf Goodman and Neiman Marcus (US), and Boon the Shop (South Korea).