Alexa Chung’s New Clothing Line is So Alexa Chung

Alexa Chung has the rare ability to reinvent her look again and again while retaining the identifiable elements of her personal style. By that, I mean you can glance at one of her outfits from 2009 and another from 2017 and they will appear totally different, yet still equally and unequivocally Alexa-esque.

She has handily distilled the essence of this deeply ingrained style DNA into 145 wearable pieces for her debut namesake collection, ALEXACHUNG. She unveiled it yesterday in a Danish church next to Regent’s Park in London. A choir of angels (JK they were human girls) sang “Good Vibrations” by The Beach Boys in unison as models walked down the aisle. An explosion of pink confetti rained down during the finale. I know all of this because I watched the show on Instagram stories. The whole thing reminded me of that scene in Love Actually during Keira Knightley’s wedding when the surprise balcony choir starts singing “All You Need is Love” and everyone is overcome with joy and gladness.

The setting was just gravy, though. Let’s talk about the turkey a.k.a. the clothes. They are really good. The entire collection feels approachable without looking cheap and thoroughly encapsulates everything you love about Alexa Chung’s style without turning it into a gimmick: overalls, ruffles, striped suiting, Peter Pan collars and trench coats chief among them.

A few weeks ago, she told Italian Vogue that she included certain pieces in this first collection, “so as not to disappoint the writers of articles predicting what it was I would make.” I had to laugh. Chung’s wry self-awareness is undoubtedly part of what’s helped cement her status as a style icon. She is adept at marketing herself.

And thank goodness for that, because Alexa Chung has great taste, and she knows how to translate that taste into what I like to call “street style staples” — cool things that cool people buy and actually wear again and again because their distinctiveness doesn’t come at the expense of their functionality.

ALEXACHUNG is see-now-buy-now, so you can get your hands on this stuff immediately. It’s currently available at Matches, Selfridges and I’ve already got the green metallic dress and rainbow choker in my cart.

All photos via ALEXACHUNG.

Harling Ross

Harling is a writer and was most recently the Brand Director at Man Repeller.

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