When news dropped last year that Alexa Chung was to start a namesake clothing line, the hype was real. After 10 years of lending her cool-girl allure to a carousel of gigs (Chanel, Longchamp, Madewell, Mulberry) — or as a prominent #styleinspo contributor for the digital masses — it’s inevitable, really, for the long-standing It-girl to cash in on her charm. In 2013, she even released a chart-topping bestseller book suitably titled It. Now, Chung has decided to take the plunge to launch the clothing line the world has been waiting for.
Fresh from debuting at the Danish church in St Johns Wood, Chung’s new collection is now live on alexachung.com. The shop’s selection includes Françoise Hardy-inspired motorcycle jackets, Peter Pan-collared shirts, flared denim dungarees, tea dresses, strappy flats, and whimsical accessories — all the pieces you imagine could’ve been taken out of Chung’s personal wardrobe.
As expected from the ever-kooky Chung, her label’s website features a very… well, Chung look. The About page resembles an eight-year-old schoolgirl’s scribbles pasted with a Yorkshire sticker, and the cutest wishbone icon marks the items you’d like to put in your wish list. But the best part that’ll get you clicking for hours? It ships to Singapore.
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