The British It-girl-cum-style-icon who has inspired women to embrace the freedom of self-expression (as mentioned over coffee during our Brunch with Buro session with her), is set to launch her own namesake fashion label, Alexachung.
Having been British Vogue's contributing editor who also runs her own style app, Villoid, and collaborates with behemoth brands the likes of Longchamp, Chung is well-prepped to start her own line. Helming her label as creative director, the range will include daywear, eveningwear, denim, shoes, jewellery, and, a range of special products.
"I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone. I'm not making something that has got a crazy high price point. I want to make sure its something that is speaking to just everyone on the street," Chung explained in her exclusive interview with Business of Fashion. "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", said the 32-year-old.
Designed by Chung and a team of six designers, of which includes ex-Haider Ackermann head of atelier Edwin Bodson, the contemporary-priced collection will drop during May next year on luxury e-retailers such as Matches Fashion, MyTheresa and Ssense. We're predicting an instant sell out, so mark your calendars and get your clicking fingers ready.