Alexa Chung, model, gal about town and the purveyor of fine clothes. Clothes you want to party in, work in and chill in…but mainly party.
There’s always going to be vintage sassy vibes to her clothes, after all, it’s her signature. For Chung’s current Spring/Summer ’19 line (available to buy on her site now), it’s one big debaucherous mix of Studio 54, Bowie, Woodstock, and Baby Boom, all the best things, right?
And as she showed her next series of regalia today at London Fashion Week, we can see she’s back with an all-American bang for Fall ’19. Entitled, “Off The Grid” again, only the stylish and the confident need apply.
There were several elements at play, and as summed up by Chung it’s all about “escapism, refuge, self-sustaining lifestyle and dystopian menace”, yes you can totally see that. Part Margot Tenenbaum (see the American tan colored fur coat) part barn dance finery, expect fitted double denim ensembles, mid-length flowing worker-bee dresses, and blouses with country girl collars. There’s even a silk fitted dress, very much a la Wallis Simpson. Let’s all join this shindig.
Felicity Carter: How would you sum up the brand aesthetic?
Alexa Chung: I think our aesthetic has evolved since we first started the label two years ago. I feel like it used to be younger, quirkier, louder whereas now our woman has matured into someone unique and multifaceted but interesting rather than kooky. We make the clothes to dress that feeling.
FC: Talk us through your design process…
AC: It starts with an interest in something; a film, an exhibition, a print, a location. It can come out of nowhere or just flood in as I’m working on a new collection. From there I research images around that vibe and collect moods and markers for where we want to go. I’ve realized that as I familiarise myself with this process I’m gradually more able to make collections that are emotional rather than just visual. I enjoy vintage research for a collection as styling interesting clothes together can help us identify the silhouette of the season. From there we begin sketching and fabric research and eventually move to toiling samples which we tweak and alter over the course of weeks before finally sending them to be produced in the correct fabric.
FC: What was on the mood board for this season? What influences fed into the designs?
AC: I had pictures of women in the eighties in strong shouldered interesting knits. Farming communities in rural America from years gone by. Block printed florals, women in Japan in the late seventies. Anything and everything that helped point in the direction of escapism, refuge, self-sustaining lifestyle and dystopian menace.
FC: Who’s the girl you design for?
AC: An articulate, witty, compassionate, knowing, confident, stylish, irreverent, feminist who likes to play with clothes.
FC: What are the greatest lessons learned when it comes to the industry?
AC: That you can’t ignore the boring bits. At least in my role. That and the art of gentle communication. How to stay true to your vision without trampling on others or entirely losing the sense of self in the face of commercial demands and financial viability.
FC: What was your first fashionable memory?
AC: I had a puffy reversible jumper I used to wear horse riding. It had one cartoon on one side and a different pattern on the other. It was heinous and I loved it.
Shop collections at www.alexachung.com