It's been almost two months since Alexa Chung released her long-awaited eponymous fashion brand to the masses, and what the style icon has grasped thus far from the process is this: "Whatever I think is going to be the best seller, isn't. That's what I've learned," she tells Fashionista. Though, we're confident enough to say that Chung and her team likely have no problem selling her line at all.
The model-turned-designer was celebrating Alexachung's arrival at Bergdorf Goodman's Fifth Avenue flagship on Tuesday night, where she turned a portion of the department store's fifth floor into a low-key shindig for "The Lonely Hearts Club," an ode to a graphic T-shirt from the line's prom-inspired second collection.
Shoppers and partygoers browsed through the stylish offerings alongside heart-shaped balloons while DJ Alix Brown spun '60s-style love songs. A vintage photo booth was also provided by Chung for plenty of black-and-white film keepsakes. "Under no circumstances should you enter the booth alone," according to the Lonely Hearts booth rules. "Put your arm around your companion. Face your friend and gaze into one another's eyes. Kiss/make out/leave." Noted.
In addition to launch parties at select retailers — "The Lonely Hearts Club" will continue to make the rounds overseas come September — Chung has also landed her designs in a number of cover shoots and editorials, including the most recent issue of the Sunday Times Style and V Magazine, which featured her close friends resembling a cool-girl gang from downtown New York.
"It feels pretty normal because obviously I've done a lot of those in my time," says Chung on what it's like to wear her very own creations for the camera. "I wouldn't say it feels necessarily different to dressing in anything other than it's more precise because it came from my brain, so it's exactly what I want to be in." For someone whose outfits hold such valuable impact, we wondered who Chung herself would hope to see wearing her namesake in the future. Her top two choices? Chloë Sevigny and Kim Gordon.
Chung also debuted her line in the June issue of British Vogue, which, over the past month, was under some slight scrutiny after former Fashion Director Lucinda Chambers's tell-all interview with Vestoj. "The June cover with Alexa Chung in a stupid Michael Kors T-shirt is crap," she told the publication. "He's a big advertiser so I knew why I had to do it. I knew it was cheesy when I was doing it, and I did it anyway."
"I was very honored to be on the cover of that publication. I think we had a lovely shoot and I respect Lucinda a lot. She's really talented," responds Chung. "I think what she was saying was there were better shots from the day that they could've used. Once I'm involved in a creative process like that, I will always trust the editor to choose whatever they think feels right so I was very happy with it."
There you have it, folks! If Chung doesn't think her cover was "crap," then neither do we. Moving on.
See more photos from "The Lonely Hearts Club" party in the gallery below.