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ALEXACHUNG is a fashion brand, born in London 2016, the brainchild of Alexa Chung, the human, born in Hampshire, 1983.

ALEXA CHUNG Frill-Trimmed Faux-Patent Dress

Alexa Chung is peak ‘It’ girl. Countless collaborations, decades as a muse and volumes of editorial work give her a CV to rival most. TheALEXACHUNGlabel is a natural jump, pouring her knowhow into styles such as this PVC pinafore dress . “I made that for Rihanna, to say thank you for not being boring”, she told the Financial Times. Boring is one thing this piece is not – from the hardcore straps to the frilliness, it’s tomboy at its most disobedient. Black

ALEXA CHUNG Print-Detail Cotton-Jersey T-Shirt

British fashion icon-turned-designer Alexa Chung now channels her eclectic sense of style into her first solo label,ALEXACHUNG. Reflecting the pieces that make up her own overflowing wardrobe, this T-shirt is classic with just the right amount of quirk. Cut as a short-sleeved crewneck, it’s signed with an illustrative print across the chest. Make like the designer herself and tuck yours into high-waisted denim. Black Pink White

ALEXA CHUNG Mandarin Collar Brocade Mini Dress

Model turned Creative Director Alex Chung is a British style icon and for AW17 she launches her namesake labelALEXACHUNG. Set to impress beyond her loyal Insta-followers, this body-hugging mini dress draws on traditional Chinese costume – specifically Shanghai in the 1920s. Tailored from patterned brocade with a lustrous sheen, it’s shaped with a Mandarin collar and studded with oversized faux-pearl buttons that curve down the body. Multi

ALEXA CHUNG Zip-Front Denim Dungarees

If there was a key piece to embody the uniquely-styled aesthetic ofALEXACHUNG’s wardrobe, it would be denim dungarees . Perfectly tomboyish and even sweeter when styled plus Peter Pan collar, they’re equal parts pragmatic and playful – something Chung is a big advocate of. This pair is crafted in Italy with a wide leg, back-bearing reverse and contrasting zip that dominates the front. Amplify its shape with heeled mules. Ecru

ALEXA CHUNG Wide-Leg Wool Pants

At festivals or front row, Alexa Chung has a knack for stringing outfits together. This innate sense of how to dress has seen her partake in many an exciting creative venture; journalist, presenter, muse; but now, the best of them all, head designer, founder and Creative Director ofALEXACHUNG. You can’t say you’re a true fan until you’ve tried out her signature wide-leg trousers . They're cut from pure wool with a high rise and pressed for easy formality. Ivory

ALEXA CHUNG Classic Cotton-Poplin Shirt

Alexa Chung has many a good styling trick up her immaculately-tailored sleeve and for AW17 she shares her secrets in namesake labelALEXACHUNG. Chung’s version of the classic white tee, the Classic shirt is crafted from cotton-poplin – harder to crease, for those not accustomed to tailoring – with a patch pocket at the chest and a straight-point collar. Think of it as your go-to when kooky layering is required (ie always). White

ALEXA CHUNG Striped Mohair Sweater

It wouldn’t be a fully-stockedALEXACHUNGwardrobe without some vintage-inspired knitwear. A hero of the It girl’s personal style, they take her from festival to front row in one swift pull-on. Let this pure mohair jumper be your own sartorial saviour. Swiped with stripes across its relaxed profile, the shoulders are dropped and the feel is fluffy for all the kooky character you can get your hands on. Multi

ALEXA CHUNG Cropped Cotton Jacket

In a small Danish church next to Regent’s Park in London, a fashion event was afoot. That event belonged to the one and only Alexa Chung, marking the launch of her debut label,ALEXACHUNG. As the glitter canons would have you believe, the edit bottles up Chung’s signature playful take on styling. Displaying that aesthetic, this jacket is cropped for a youthful fit,  and tightened by a vintage-inspired buckle-belted waist. Navy

ALEXA CHUNG Frilled-Trim Metallic Jersey Dress

Think ‘It’ girl, think Miss Alexa Chung. Part playful, part Peter Pan collar, Chung’s eclectic sense of style has defined a zeitgeist of festival-goers and front-rowers. Taking her obsession with dressing up to the next level, AW17 ushers in the launch of her namesake label,ALEXACHUNG. Epitomising the Brit’s frequented silhouette of choice, the midi, this jersey dress channels mother nature with feminine frilled trims and a dewy metallic finish. Green

ALEXA CHUNG Patch Pocket Cotton Mini Skirt

Frivolous party pieces mingle with grown-up tailoring inALEXACHUNG’s namesake label – a bottled-up version of the It girl’s own covetable wardrobe. A good skirt will always make you feel put together and this iteration takes its cues from AW17’s utilitarian trend with a little vintage thrown in – this is Alexa, after all. Stamped with patch pockets and 70s-buckled at the waist, introduce yours to mannish loafers and thigh-high boots.    Camel Navy

ALEXA CHUNG Ruffled Collar Cotton And Silk-Blend Blouse

Always a fan of an old-fashioned collar, style steward Alexa Chung championed the Peter Pan collar back in the early ‘aughts. Part of the model-turned-journalist-turned designer’s namesake label,ALEXACHUNG, she’d be likely to style this blouse with something like a pair of dungarees to balance the prim. Styled with a ruffled collar, its cotton and silk blend feeds into puff sleeves with an all-over sneaky slogan pattern the only non-Victoriana detail. Ivory

ALEXA CHUNG Double-Breasted Wool Jacket

According to style icon Alexa Chung and her new fashion lineALEXACHUNG, sharp tailoring isn’t a trend it’s a necessity. Case in point: this double-breasted wool jacket. The best news about its versatility and enduring aesthetic is the Scandi-style with clean lines and a pointed collar that define a seriously smart, sartorial moment wherever you choose to wear it. Try it over a graphic T-shirt, retro-tinged denim skirt and boyish brogues. Navy

ALEXA CHUNG Striped Mixed Crochet Top

By wearing retro clothes in a way that makes them modern, Alexa Chung has garnered a cult-like following, a shelf of awards and a career as a writer and model. Now Creative Director of her namesake label,ALEXACHUNG, she gives everyone a peek into how she thinks about fashion by designing a collection herself. Spun with 70s frills and multi-coloured stripes, this crochet top is every bit as eye-catching as the designer’s own aesthetic. Multi

ALEXA CHUNG Motorcycle Leather Mini Dress

Where Alexa Chung leads, others pursue. An It Girl for a decade, her sense of style has become a byword for British eccentricity, so it’s little wonder she created theALEXACHUNGlabel to launch for AW17. Chanelling the boyish side of her tomboy look, the Motorcycle mini dress is cut from hardy leather before being pulled in at the waist and zipped at the pockets and right down to the hem. Bring loafers and your best angsty attitude.   Black Silver

ALEXA CHUNG Sleeveless Motorcycle Jacket

With such an extensive background in the fashion industry – a writer for Vogue, as well as a presenter, model and muse – when Alexa Chung decided to navigate her own label, she made the choice of expert craftsmanship. ThisALEXACHUNGmotorcycle jacket is crafted from Italian leather with the silver-toned zips and buckled belt all fitted in Italy. Topped with a straight-point collar, it’s an easy way to get tactile. Black

ALEXA CHUNG Frill-Trimmed Faux-Patent Dress

Alexa Chung is peak ‘It’ girl. Countless collaborations, decades as a muse and volumes of editorial work give her a CV to rival most. TheALEXACHUNGlabel is a natural jump, pouring her knowhow into styles such as this PVC pinafore dress . “I made that for Rihanna, to say thank you for not being boring”, she told the Financial Times. Boring is one thing this piece is not – from the hardcore straps to the frilliness, it’s tomboy at its most disobedient. Lilac

ALEXA CHUNG Print-Detail Cotton-Jersey T-Shirt

British fashion icon-turned-designer Alexa Chung now channels her eclectic sense of style into her first solo label,ALEXACHUNG. Reflecting the pieces that make up her own overflowing wardrobe, this T-shirt is classic with just the right amount of quirk. Cut as a short-sleeved crewneck, it’s signed with an illustrative print across the chest. Make like the designer herself and tuck yours into high-waisted denim. White

ALEXA CHUNG Motorcycle Leather Mini Dress

Where Alexa Chung leads, others pursue. An It Girl for a decade, her sense of style has become a byword for British eccentricity, so it’s little wonder she created theALEXACHUNGlabel to launch for AW17. Chanelling the boyish side of her tomboy look, the Motorcycle mini dress is cut from hardy leather before being pulled in at the waist and zipped at the pockets and right down to the hem. Bring loafers and your best angsty attitude.   Black Silver

ALEXA CHUNG Illustrated Tie-Front Jacquard Skirt

It’s probably easier to list the fashion industry insiders that Alexa Chung doesn’t know. Her chameleonic career as a model, muse and journalist made launching her own brand a natural next step. A collision of playful details, the firstALEXACHUNGcollection includes this wrap-front skirt that calls upon designer Charles Jeffrey's off-kilter illustration. Look closely and you'll spot his 'Severed Hands' motif scribbled across the glossy jacquard. Multi

ALEXA CHUNG Striped Mixed Crochet Skirt

Be it on Twitter, Vogue’s The Future of Fashion documentary series, on TV, or in person, Alexa Chung is not afraid to show her sense of humour. That characteristic sparkle is key to the model-turned-designer’s aesthetic; it makes up her sense of style and that of her namesake label,ALEXACHUNG. Doing stripes differently, this textured skirt is crafted in a thick mixed crochet that's more seventies than prep. Particularly good for battling Mondays.    Multi

ALEXA CHUNG High-Rise Denim Mini Skirt

Squint and you’ll see it: you can imagine Alexa Chung in each and every design of her inaugural namesake collection,ALEXACHUNG. Drawing on inspiration from her own style icons, family and friends, altogether, the edit reads as genuine Chung. Channelling the girlish half of her tomboy aesthetic, this denim mini skirt hugs the figure in a high-rise, pencil silhouette. Made in Italy, it's testament to the designer's clean supply chain. Ecru

ALEXA CHUNG Abstract-Print Cotton-Jersey Sweatshirt

Like any well-informed creative, Alexa Chung draws inspiration from every possible corner of her life. A whole spectrum of personal style icons and family and friends informs the aesthetic of her inauguralALEXACHUNGlabel. Altogether, it reads as the essence of Chung. Who else would dedicate so much attention on a sporty sweatshirt to make it something utterly covetable? This cotton-jersey layer is more high-fashion than high-jump. Ivory Navy

ALEXA CHUNG Abstract-Print Cotton-Jersey Sweatshirt

Like any well-informed creative, Alexa Chung draws inspiration from every possible corner of her life. A whole spectrum of personal style icons and family and friends informs the aesthetic of her inauguralALEXACHUNGlabel. Altogether, it reads as the essence of Chung. Who else would dedicate so much attention on a sporty sweatshirt to make it something utterly covetable? This cotton-jersey layer is more high-fashion than high-jump. Ivory Navy

ALEXA CHUNG Zip-Detailed Corduroy Jumpsuit

To many an excited squeal, Alexa Chung wrote a book on personal style, ‘It’, in 2013. The logical conclusion to all of her creative pursuits as model, muse, journalist, presenter isALEXACHUNG, a fully-fledged, stand-alone label, dripping with her sartorial secrets. Unlike other sportier iterations, this jumpsuit is crafted in corduroy for an eccentric boost of texture. Crafted with a straight-point collar, its silver zip signs off with the icon’s signature ‘A’. Black

ALEXA CHUNG Leather Pinafore Dress

Alexa Chung’s achingly cool sense of style is a whole jump closer now she’s launched her namesake label this AW17,ALEXACHUNG. Designed to stir up your inner rebel – was it ever that far from the surface anyway? – this pinafore dress is crafted from Italian leather with a double-breasted front that perches beneath a scooped, square neck. Fitted at the waist, this piece really knows how to show off your figure. Black

ALEXA CHUNG Double Trouble Fitted Cotton-Jersey T-Shirt

The It-girl who taught us how not to take fashion too seriously has launched her first stand-alone brand and it’s jam-packed with personality. The debut collection for namesake labelALEXACHUNGis inspired by the model, muse and writer’s friends, family and her own eclectic style references. With its ‘double trouble' slogan, this pure cotton T-shirt mixes together Chung’s playful aesthetic and instinct for casual dressing. Black White

ALEXA CHUNG Double Trouble Fitted Cotton-Jersey T-Shirt

The It-girl who taught us how not to take fashion too seriously has launched her first stand-alone brand and it’s jam-packed with personality. The debut collection for namesake labelALEXACHUNGis inspired by the model, muse and writer’s friends, family and her own eclectic style references. With its ‘double trouble' slogan, this pure cotton T-shirt mixes together Chung’s playful aesthetic and instinct for casual dressing. Black White

ALEXA CHUNG Lurex Mules

Silver leather Lurex Mules from Alexa Chung. Leather 100% Leather 100% Lurex 100%

ALEXA CHUNG cord high-waisted pants

Blush cotton cord high-waisted pants from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG flare button jeans

Vintage blue cotton flare button jeans from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG classic striped shirt

Lilac cotton classic striped shirt from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG pinafore black mini dress

When discussing the design process of her first collection for new namesake fashion line,ALEXACHUNG, the modern muse said she wanted to explore her most iconic style signatures as well as throwing in a few surprises. Consider this pinafore dress as the little black dresses innocent little sister. More conservative in soft cotton corduroy, it has a relaxed and easy-to-wear sensibility. Try it over a floral-print blouse and boyish brogues. Black

ALEXA CHUNG Striped crepe blazer

- Fits true to size, take your normal size - Designed for a slightly loose fit - Mid-weight, non-stretchy fabric - Model is 175cm/ 5'9" and is wearing a UK 8 - Pink and burgundy crepe - Button fastenings though double-breasted front - 100% viscose - Dry clean

ALEXA CHUNG SLEEVELESS MOTORCYCLE JACKET, BLACK

Alexa Chung motorcycle vest in genuine leather. Slightly oversized spread collar. Zip front; "A" monogram pull. Shoulder epaulettes. Chest zip pocket. Side zip pockets. Slim silhouette. Belted hem. Cropped above hips. Lining, viscose. Made in Italy.

ALEXA CHUNG TOKYO DENIM MINI PENCIL SKIRT, BLUE

Alexa Chung "Tokyo" skirt in rich-indigo denim with subtle fading. Sits at natural waist. Pencil silhouette. Five-pocket style. Leather logo patch. Button/zip front. Cotton. Made in Italy.

ALEXA CHUNG BRETON STRIPED BRACELET-SLEEVE TOP, WHITE/BLACK

Alexa Chung "Breton" striped top. High boat neckline. Bracelet sleeves. Boxy silhouette. Notched sides. Pullover style. Cotton. Imported.

ALEXA CHUNG LONELY HEARTS CLUB BOXY CREWNECK TEE, RED

Alexa Chung tee with "Lonely Hearts Club" heart graphic. Crew neckline. Short sleeves. Slim silhouette. Pullover style. Hem hits hips. Cotton. Imported.

ALEXA CHUNG branded T-shirt

Light pink cotton branded T-shirt from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG printed T-shirt

White cotton printed T-shirt from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG printed sweatshirt

White cotton printed sweatshirt from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG denim pencil skirt

Blue denim pencil skirt from Alexa Chung. Cotton 100% Machine Wash

ALEXA CHUNG smocked dress

Red smocked dress from Alexa Chung. This item is true to fit. Viscose 100% Dry Clean Only

ALEXA CHUNG velvet star loafers

Black cotton and leather velvet star loafers from Alexa Chung. Leather 100% Leather 100% Cotton 100%

ALEXA CHUNG broderie anglaise cape dress

White cotton broderie anglaise cape dress from Alexa Chung. This item is true to fit. Cotton 100% Machine Wash

ALEXA CHUNG smocked blouse

White linen smocked blouse from Alexa Chung. This item is true to fit. Linen/Flax 100% Dry Clean Only

ALEXA CHUNG striped dungarees

Navy and ecru cotton-blend striped dungarees from Alexa Chung. This item is true to fit. Cotton 97% Spandex/Elastane 3%

ALEXA CHUNG Patch Pocket Cotton Mini Skirt

Frivolous party pieces mingle with grown-up tailoring inALEXACHUNG’s namesake label – a bottled-up version of the It girl’s own covetable wardrobe. A good skirt will always make you feel put together and this iteration takes its cues from AW17’s utilitarian trend with a little vintage thrown in – this is Alexa, after all. Stamped with patch pockets and 70s-buckled at the waist, introduce yours to mannish loafers and thigh-high boots.    Camel Navy

ALEXA CHUNG frill polo shirt

Red and brown cotton-silk blend frill polo shirt from Alexa Chung. This item is true to fit. Polyester 7% Cotton 40% Nylon 4% Silk 49% Dry Clean Only

ALEXA CHUNG rinse wash pinafore dress

Black cotton rinse wash pinafore dress from Alexa Chung. This item is true to fit. Cotton 100% Machine Wash

ALEXA CHUNG Oversized Cotton-Twill Trench Coat

If there’s one piece of clothing that modern muse Alexa Chung returns to time and time again, it’s the trench coat . So it makes sense that she’s put her own stamp on the enduring cover up via her new fashion line,ALEXACHUNG. The oversized, double-breasted silhouette is triple-stitched for durability and fitted with a large-scale collar, traditional tortoiseshell buttons and a buckled belt. It’s so easy to wear you’ll want to style up 24/7. Camel

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ALEXACHUNG is a fashion brand, born in London 2016, the brainchild of Alexa Chung, the human, born in Hampshire, 1983.

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