If there was one girl we’d deem the queen of “effortlessly cool” style, it might have to be Alexa Chung. The famously fashionable Brit is no stranger to the fashion world: She hosted a killer documentary series on the industry with Vogue UK and runs Villoid, a shopping app. She has also collaborated with brands like Madewell, AG Jeans and UK staple M&S on clothing lines that have managed to make Alexa-approved outfits shoppable. But now it looks as though the fashion icon is moving beyond collaborations and finally launching her own brand.

Business of Fashion reports “The 32-year-old will step into the role of creative director at the helm of Alexachung, a contemporary-priced ready-to-wear line that will hit retailers in May 2017.” Expect to find a top-notch selection of denim, daywear, eveningwear, shoes and jewelry, as well as special products (what exactly those “special products” will be we’re not sure).


If you’re hoping for something in a Zara/Topshop-like price range, you might want to think again (and start saving now). BOF says the premiere collection will be sold at iconic luxury department stores like London’s Selfridges and Paris’ Galeries Lafayette. It will also be available online at Matchesfashion.com, MyTheresa and SSENSE, as well as its on own e-commerce platform.

If you need us, we’ll just be over here daydreaming about all the a-line skirts, Peter Pan collars and loafers that we’ll be splurging on come next May.

What do you hope to see in Alexa’s first namesake collection? Share with us on Twitter @BritandCo.

(Photos via Dimitrios Kambouris/Randy Shropshire/Jeff Spicer/Cindy Ord/Getty)