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Chung, dressed in a hero lurex dress from her new line, with models outside the launch show
Credit: Getty Images

For those of us who have always turned to quintessential It-girl Alexa Chung for a little (or a lot, in the case of yours truly) style #inspo, the launch of her namesake contemporary label, Alexachung, has made channelling her look even easier.

Debuting a mere 24 hours ago in a North London church, and conceived only a year ago in the kitchen of her now managing director, the eponymous collection is the natural culmination of Chung’s near-decade long role as a collaborator and consultant for other brands (namely: Madewell, AG, Marks & Spencer, Topshop and Mulberry). Now in charge of a team built from scratch, she told Refinery29 that the biggest change in producing a collection bearing her own name is the “high-octane responsibility shift”.

Although Chung claims to “eschew responsibility,” her new role has clearly seen her step up – the first Alexachung collection lives up to our wildest dreams and is as Alexa as we’d hoped. Described by Chung herself as “more West London good girls corrupted”, the collection draws its influences from British mod cross referenced with vintage rock ‘n roll, and just a little bit of that Parisian je ne sais quoi that Chung is renowned for. Think: denim to live in, tea dresses and graphic tees, and coyly rebellious good girl shoes.

The best part? It’s all available to shop now on MyTheresa or the brand’s own site, with both offering shipping to Australia. Find our highlights below, and head online for the rest.

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Alexachung, Zip Front Dungarees, $445. SHOP NOW

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Alexachung, Ankle Strap Pumps, $540. SHOP NOW

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Alexachung, Colour Block Cardigan, $395. SHOP NOW

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Alexachung, Mixed Crochet Skirt, $320. SHOP NOW 

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Alexachung, Love Rays T-Shirt, $115. SHOP NOW

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Alexachung, Patent Apron Dress, $595. SHOP NOW

 

thoughts?