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Alexa Chung Is Finally Starting her Own Fashion Brand [Updated]

It's called Alexachung, and it's about damn time.

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Even in a retail landscape rife with uncertainty, it seems that everything that Alexa Chung touches — fashion-wise, at least — turns to gold. The multi-hyphenate model has partnered on massively popular collections with the likes of Madewell, AG , Superga, Marks and Spencer and beauty brand Eyeko; she's served as a muse for luxury labels including Chanel and Longchamp; and she inspired one of the most notable "It" bags of the past decade, the Mulberry "Alexa." 

With all of her industry clout and singular sense of style, it's no wonder that designers, editors and retailers are constantly calling upon her to collaborate, but with all of the behind-the-scenes experience she's gained over the years, it was inevitable that she'd eventually take things into her own hands. Enter Alexachung, her upcoming advanced-contemporary brand set to debut in May 2017. 

According to a release, the first range will include women's ready-to-wear (denim, daywear and eveningwear), accessories like shoes and jewelry, as well as "permanents," which Chung describes as "daily luxuries." She already has a number of international retailers on board, like Selfridges, Galeries Lafayette, Matches Fashion, MyTheresa and Ssense, as well as a brand-new e-commerce site that will feature a mix of retail and editorial content.

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Of course, Chung isn't going this alone: She has appointed Edwin Bodson, formerly of Haider Ackermann, as managing director, as well as a full design team to help bring her vision to life. "I have been fortunate enough to have found a wonderful team from various corners of the fashion industry and beyond to help realize my vision and make this lifelong dream a reality," Chung said in a statement. "We hope to bring you wearable, cool clothing you can live in and love in, whilst exploring the sartorial relationship between masculinity and femininity, something that has been a cornerstone of my personal style since I was old enough to dress myself."

Whether it's Aran knit sweaters, sweet miniskirts or menswear-inspired suiting, Chung's signature looks — sometimes high-end designer, sometimes one-of-a-kind vintage — never fail to land her on our best-dressed lists here at Fashionista. We can't wait to finally be able to have her designs hanging in our closets.

UPDATE, May 8, 2017: We're less than a month away from the official launch of ALEXACHUNG, Alexa Chung's first eponymous fashion label, meaning that the hype-building promo is well underway. On Monday, a new video entitled "ALEXACHUNG Dressage" hit YouTube, starring Chung herself as an equestrian, as well as a majestic white horse. The cinematic clip not only provides plenty of style inspiration — thanks to Chung's pristine riding attire and lovely hair bow — it culminates with the official reveal of the brand's logo, left in the sand after Chung and her horse complete their routine. Watch the clip in full below, and keep your eyes peeled for the debut of ALEXACHUNG when it drops on May 30.

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