Purple has been appointed to handle the global PR for Alexa Chung's new contemporary fashion line ALEXACHUNG, which is set to launch in May 2017. The ALEXACHUNG brand will be the first solo design project from the fashion icon, model and journalist who has previously designed sold out collections for AG Jeans, and Madewell and collaborated as a creative consultant on brands including Superga, Marks & Spencer, and Eyeko.

Alexa has appointed Managing Director Edwin Bodson, previously Head of Atelier Haider Ackermann, and a full, multi-disciplinary design team to assist her in realising her vision for the brand. Whilst the brand will draw from Alexa’s well-established idiosyncratic style, it will also expand beyond this sphere to create new, exciting designs that embody the now. The first collection of RTW womenswear will include denim, daywear, eveningwear, shoes, jewellery and permanents, which Chung describes as ‘daily luxuries’. The collection will be priced at an Advanced Contemporary level and debut in May 2017 at select luxury retailers internationally including: Selfridges, Galeries Lafayette, Matches, mytheresa, and SSENSE. The collection will also be available through a new ALEXACHUNG E-commerce platform which will incorporate retail, content, and interactivity.  

Photo Credit: Zackery Michael

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ALEXACHUNG in 'fashion & accessories'