Alexa Chung Turns Denim Designer – See The Moodboards

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  • Here’s a sneak peek at her AG Jeans moodboards, plus we chart our top 10 Alexa denim moments

    Alexa Chung’s dream of becoming a designer is finally coming true, as AG Jeans are tapping her talents for an exclusive new denim line.

    Let’s face it, no one does denim like Chung (the ‘mom’ dungarees, the perfect skinnies… we seriously struggled to narrow down our favourite looks in the gallery above) and we expect to see plenty of the model and writer’s signature styling tricks thrown into the range.

    “The collection is inherently the missing pieces of my dream denim wardrobe, which, as ever, is predominantly inspired by a late Sixties, early Seventies aesthetic,” Alexa says.

    The 20 piece capsule collection will include jackets, shirts, dresses, dungarees and jeans in “palest pink, cream, rusty red [and] washed army green” as well as classic blue hues. Her annotated sketches hint to some of the key styles, like ‘Vivienne punk jeans,’ ‘perfect perfect HotPants’ and ‘groupie shorts’. Jane Birkin, Elvis and The Sex Pistols feature on her mood boards and she even trawled LA vintage shops with creative director Sam Ku in a day of extra inspo-gathering.

    “Our goal was to partner with someone who has a unique view on fashion and paves her own path in order to bring a fresh take on denim,” said Sam Ku. “After countless back and forth internal discussions, we trusted our instincts and chose to pursue a collaboration with Alexa Chung. As a modern day fashion icon, Alexa is a muse to some of the most incredible fashion designers in the world, yet remains real and accessible to the everyday woman looking to her as a fashion influence and inspiration.”

    Alexa has been secretly flying out to the company’s California HQ for months to work on her designs. “I visited their [AG] offices in LA and was delighted to discover it was also the site of their factory,” she said. “I liked that it is a family business and that they are experts on denim technology. I found the trip incredibly inspiring and an opportunity to learn about denim and make things I had been dreaming about finding.”

    Alexa’s collection will be available in January 2015 and prices will range from $70-$300. Say hello to next year’s festival denim then.

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