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Alexa Chung Launches Her Own Fashion Label

* Alexa Chung’s eponymous fashion label launches today
* The it-girl and fashion icon has put out collaborations with Madewell & AG Jeans
*Alexachung is available to shop on Net-a-Porter and her e-commerce website

Alexa Chung’s eponymous apparel line, Alexachung (yes, no space in between) launches today in select retailers including Net-a-Porter and her own e-commerce website. The model, Vogue UK contributor, and frequent street style and red carpet staple, can now add bona fide creative director to her multifaceted resume. Chung hinted at the possibility of her own apparel line last year, but aside from a couple of vague social media posts, details regarding her line have been scant.

While Chung has released collaboration and capsule collections for other labels such as Madewell and AG Jeans in the past, Alexachung marks the first apparel line that is uniquely her own–and the aesthetic of her collection reflects this.

“I just made things that I was missing or that interested me. I don’t know how else to do it,” she told the Wall Street Journal. Chung is known for her graceful balancing of dualities through her personal style—retro meets modern, boyish charm and girly cuts, showing off her mile-long legs but sticking with a high neckline, for example.

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The collection features contemporary pieces rendered with current fashion trends as well as vintage-inspired accentuation. Some stand-out items in the collection are a floral-printed maxi dress with uber-feminine tiered ruffles and 70s-inspired denim overalls.

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Photo by Richard Young/REX/Shutterstock ALEXACHUNG London Launch & Collection Reveal

Price points are much higher than her more affordable collab collections in the past. You can expect to pay $120 for T-shirts to upwards of $2,000 for jackets. “I’m sure to some it might seem expensive, to others it’ll seem reasonable — but I wanted to land it [price-wise] like an A.P.C. or See by Chloe. It’s a treat to yourself, but you won’t feel so guilty and like you can’t afford your rent,” Chung acknowledged to Refinery 29.

Chung, who is reportedly dating Big Little Lies actor, Alexander Skarsgard, held a launch event in London yesterday to debut her new line. If the reaction from the event is anything to go by, expect to see these pieces — from preppy denim and sweaters to sequined dresses — all over the streets and party circuit this summer.