Alexa Chung reveals brand logo in preview video

Alexa Chung has revealed the logo, and offered a glimpse of a couple of pieces, for her forthcoming fashion label Alexachung in a preview video posted on Youtube and on the brand’s website.

Called Alexachung Dressage, the video shows an immaculately dressed Chung carrying out complex dressage moves on a white show horse. Once the sequence is finished it is revealed that the horse has created the logo in the sand of the dressage arena floor.

Chung, who has ridden horses since she was a child, told British Vogue, the film, while beautiful, was intended to be humorous. “It is a tongue-in-cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing,” she said.

The film, which runs to just over two minutes, also offers a glimpse of the collection, which is due to launch on 30 May. The white pie crust blouse (a Chung signature look) and blazer Chung is wearing are said to be from the forthcoming collection.

Stockists of the brand, which is backed by entrepreneur Peter Dubens who also backs Bella Freud’s label, will include Matchesfashion.com in the UK and Bergdorf Goodman in the US. Previous reports have said prices for the line will range from £80 for a t-shirt to £650 for a jacket placing it in the premium contemporary space.