ALEXACHUNG is a fashion brand, born in London 2016, the brainchild of Alexa Chung, the human, born in Hampshire, 1983. With nearly a decade’s experience in designing clothes for other brands, and with the idea of starting her own label warmly incubating in her mind for some time, Alexa decided to take the plunge and launch her namesake ALEXACHUNG this year, and so returned from New York to creatively direct a business distinctively tied to her British roots. At the heart of the brand, Alexa’s vision: to create clothes that people want to wear. Combining Parisian chic with a New York edge, as well as the very British sense of humour, it is inspired by everything from Jane Birkin’s insouciance to David Hockney’s stripy sweater. ALEXACHUNG prides itself on its unique approach to making clothes, combining distinctive fabrics and prints with classic tailoring alongside more feminine designs. The result is a carefully considered, alluring combination of prim, racy and rock ‘n’ roll, where frivolous party pieces interact with grown-up tailoring and classic silhouettes. ALEXACHUNG will produce four in-season collections per year internationally, with stockists in over fifteen countries.