British television presenter and model Alexa Chung is launching her own clothing line: Alexachung, to debut in May 2017, according to Business of Fashion.
Chung will serve as creative director of Alexachung and lead a team of six designers with help from Edwin Bodson, who previously worked at Haider Ackermann, as managing director. Her brand will be selling denim, daywear, eveningwear, shoes, jewelry and other special products. It will be for sale at Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa.com, SSENSE and on an Alexachung e-commerce site.
Chung has previously collaborated with numerous brands, including Madewell, Eyeko and AG Jeans.
“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to,” Chung said. “That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, [you] kind of have to keep within their design remit.”