British “it” girl, model, and TV presenter Alexa Chung is launching her own fashion line, as it-girls do. Christened Alexachung, the ready-to-wear label will debut in May 2017, selling denim, day and evening wear, jewelry, shoes, and other products.
Chung announced the brand’s launch Monday in an exclusive interview with Business of Fashion, which vaguely set price tags as “contemporary-priced.” Her first collection will retail at luxury spots Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa.com, and SSENSE, plus an Alexachung e-commerce site.
“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to,” she said, later adding: “Also I feel like I need to get it up and running whilst I’m still young enough to have the energy and still be in touch with pop culture enough to make something that is actually relevant to the audience today.”
The 32-year-old’s move echoes similar business initiatives by fashion personalities like Victoria Beckham and Karlie Kloss. The launch also follows Chung’s recent sold-out collaborations with AG Jeans and Madewell, as well as work with Marks & Spencer and Superga. Other notable fashion endeavors: She currently runs the fashion mood board app Villoid, and a popular Mulberry bag was named after her in 2009.
As creative director, Chung will manage a six-person team that includes Edwin Bodson, former head of atelier at Haider Ackermann, as managing director.