Launched in May 2017, the London-based advanced-contemporary womenswear brand ALEXACHUNG is the brainchild of Alexa Chung, the human, born in Hampshire, 1983. With nearly a decade’s experience in designing clothes, curating capsules and being a front-woman for other brands, the idea of starting her own label has been warmly incubating in her mind. Alexa decided to take the plunge and launch her namesake ALEXACHUNG, and so returned from NYC to take up the position of creative director, in a business distinctively tied to her British roots. ALEXACHUNG draws from and expands upon a much-lauded idiosyncratic sense of style, and extensive design, and creative direction projects. The model, muse and journalist distils over a decade of experience of the fashion industry, whilst navigating new territory to deliver a concise and curated collection packed with personality, humour and demonstrating an innate contemporary understanding of the Zeitgeist.