Alexa Chung debut collection goes on sale

Style icon Alexa Chung unveiled her hotly anticipated debut collection from her eponymous alexachung label at a live-streamed fashion show in London last night and it is now available to buy online.

The collection is more extensive that many celebrity lines covering a range of ready to wear categories from coats & jackets to t-shirts and sweatshirts, as well as knitwear, separates, dresses and denim. Chung has also produced a range of footwear and jewellery to complete the looks.

As expected the collection is inspired by many of Chung’s own signature looks and includes key pieces that she has become known for, including a trench coat, Mary Jane pumps, denim dungarees and ruffled dresses.

Prices range from £85 for graphic t-shirts to £1,350 for a contrast suede jacket. The trench (not yet available) is priced at £725 and jeans start at £200. Chung took her bow at the end of her show at the Danish church in St John’s Wood in a green lurex, frilled midi dress, which is priced at £395.

This price architecture places the brand in the premium contemporary category alongside labels such as Isabel Marant Etoile and Rachel Comey. For some of her young fans the prices will be out of reach (indeed some have already taken to social media to say so) but Chung is clearly not targeting a young, high street consumer but a more affluent 30-something, and her list of retail partners is testament to this.

Chung has received backing for the label, which will release four collections a year (the current collection is Pre-Fall 17), from private equity house Pembroke VCT and investor Peter Dubens, co-founder and managing partner of Oakley Capital Private Equity, who also backs Bella Freud’s brand.

As well as being available on her own website the collection is being stocked by some of the world’s most prestigious multibrand retailers including Matchesfashion.com, Selfridges and Mytheresa.com.