Alexa Chung launches her eponymous label


JACKET, £595, and TROUSERS, £360, both Alexachung,

After years of musing on it – and learning on the job while collaborating with other brands, from AG Jeans to Marks & Spencer – TV presenter and uber-influencer Alexa Chung launched her eponymous label this week.

SHIRT, £185; CARDIGAN, £285, and SKIRT, £185, all


JACKET, £630, and TROUSERS, £350, both Alexachung,

‘I love making clothes and dreaming up outfits and, although it’s a risk, I was too curious not to try to do this,’ she admits of her move into the retail business.

Price-wise, Alexachung starts at £75. It’s Isabel Marant territory, which has proven to be fashion’s sweet spot. Clever Alexa.