Alexa Chung is any retailer's dream, as what she wears sells (and sells fast), whether that's a ruffled M&S shirt or a Mulberry handbag. It was only a matter of time before she turned this stock-shifting power into her own independent business venture, and today she launched her first-ever clothing line called Alexa Chung. The style star launched her collection with a presentation at a church in London last night, and her site went live as models hit the catwalk. This collection was presented like a happy fashion marriage, as a children's choir sang, a car adorned with white bridal ribbon waited outside for the models and during the finale, heart-shaped confetti poured from the ceiling.
As for the clothes, the collection is like a greatest hits tour of Alexa's personal style with all of her signature pieces, from slogan tees to leather miniskirts to Mary Janes. You can see elements of all of her previous designer collabs, including "Double Trouble" T-shirts reminding us of her offering with AG Jeans and Victorian-inspired ruffle blouses similar to her cult M&S shirt.
The standout pieces are a striped mohair tank top and jumper, flat red Mary Janes and a green metallic ruffled dress Alexa wore to the presentation. You only need to take a quick look at the clothes to see that this is a collection that is close to Alexa's heart—the sweatshirts even feature sketches by her dad. Alexa, we do also have to thank you for launching your first collection on payday, because our editors already have a massive shopping list (starting with those star loafers).