British ‘It Girl’ Alexa Chung is a firmly established fashion force to be reckoned with- having hit the modelling game as a teen, seated in countless front rows, the muse for many designers and collaborated on a number of sold-out collections with high-profile brands including California-based denim label AG on Alexa Chung for AG, she’s earned her place at the head of the UK style table.  With her distinct personal look of vintage mixed with cool London girl style, her every look is dissected and copied by her fans (2.7 million Instagram followers and counting).

The wait is finally over. Chung launched her label, Alexachung, last night in a church in North London. The debut collection is large with 150-pieces of ready-to-wear fashion, shoes and accessories. Speaking to The Wall Street Journal, Chung said, “I just made things that I was missing or that interested me. I don’t know how else to do it.” Which translates to a covetable collection of 60s and 70s vintage-style pieces, cute knitted collegiate sweaters, tea dresses, Mary Jane footwear and of course, denim.

Alexachung is available from