Four years after launching her eponymous fashion label, Alexa Chung has announced she will be closing it soon due to 'challenging' conditions.
In a post on her Instagram page, the model, presenter and entrepreneur said, 'I’d like to share the news that for the past few months I have gradually been winding down operations at ALEXACHUNG, the fashion line I founded in 2017. It was beyond an honour to be able to create my dream wardrobe, and I would like to thank our wonderful customers for the love you sent our way — you have great taste.'
She added, 'The experience of setting up and being at the helm of my own company has been rewarding and frequently joyful, but the last couple of years have been challenging for small independent businesses and ours is no exception. The decision to close was not taken lightly, not least because I am so grateful for the passion and creativity the team at ALEXACHUNG brought with them every day and the faith everyone involved had in this endeavour. I am so proud of the company we became.'
Like many brands, Alexa's was affected by a downturn in the economy brought on by the pandemic, and successful collaborations with the likes of Barbour weren't enough to keep it going, though she specified the brand wasn't insolvent either.
The label was an extension of the celebrity's personal style, featuring babydoll and 60s-style dresses, shirts with pie-crust collars and vintage-inspired shoes. She showed twice at London Fashion Week.
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Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.
Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).
Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.
However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.
Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.
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