Alexa Chung – pioneer of the ballet pump, doyenne of the dungaree, priestess of the pie-crust collar – sent fashion fans into a frenzy when she launched her namesake label in 2017. Five years on, in a statement on Instagram on 17 March, the designer, creative director, fashion It-girl and all-round muse announced that she has closed her London-based label, after spending recent months winding down its operations.
“It was beyond an honour to be able to create my dream wardrobe, and I would like to thank our wonderful customers for the love you sent our way – you have great taste,” Chung wrote in a statement that also referenced the difficulty encountered by a host of young, small businesses in the wake of the pandemic.
Before launching her label, Chung had phenomenal collaborative success with a host of high street and luxury labels, like Superga, Marks & Spencer and Mulberry. Her M&S collection was a sellout, and the iconic 2010 Mulberry satchel she inspired – the original accessory of #indiesleaze style – was relaunched in 2020 in celebration of the brand’s 50th anniversary. Chung’s own label was based on personality-inflected wardrobe classics: archetypes of cool-girl, Parisian-inspired style, like Breton-stripe crochet cardigans, sequined party dresses, pretty floral print skirts and odes to the designer’s favourite accessories, like berets and knitted scarves. Her announcement Instagram post featured a montage of Alexa herself sporting a host of her eponymous label’s classics, like a leather biker dress, striped denim dungarees and a silk nightie.
“The decision to close was not taken lightly, not least because I am so grateful for the passion and creativity the team at ALEXACHUNG brought with them every day and the faith everyone involved had in this endeavour. I am so proud of the company we became,” Chung added in her post.
For those pining for the staples of Chung’s style, her latest Barbour collaboration, launched in February 2022, features Glasto-ready styles with quilted, lace-up and nipped-in details. Chung herself was a fixture on the front row at the autumn/winter 2022 shows, cementing her style icon status in looks by Loewe and Louis Vuitton. We can’t wait to see what endeavour she’ll be embarking on next – no doubt clad in a trusty trench, crew-neck cashmere jumper and leather skirt.
