She’s known for her quintessentially British style, for starting enduring trends, contributing to fashion magazines and having designers name bestselling products after her, so it should come as no surprise to learn that socialite Alexa Chung is launching her own fashion brand.

Following her wildly successful stint as a creative consultant for Marks & Spencer, which saw her select key pieces from the brand’s archive, Chung has told The Business of Fashion that she will be now be launching her own eponymous line, Alexachung.

The brand, set to be sold at a ‘contemporary’ price point, will be selling everything from day to eveningwear, accessories and – of course – denim. 

Having worked with several brands in the past, including a collaboration with Madewell and a creative consultancy with Superga, as well as her personal style having inspired the famous Mulberry Alexa bag, Chung is in a good position to know what the customer wants.

This time, though, the model will have more creative freedom, telling BoF:

“I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to. 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.”

Chung will be at the helm of a six-person design team, and the brand’s managing director will be former head of atelier at Haider Ackermann, Edwin Bodson. The collection will be stocked by luxury retailers including Matchesfashion.com, MyTheresa and Selfridges, as well as via a stand-alone website.

Keen to create a brand that is widely accessible and not limited by high-end prices, Chung says:

“I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone. I’m not making something that has got a crazy high price point. I want to make sure it’s something that is speaking to just everyone on the street.”

The collection is set to be available from May 2017. Get it in your diaries now.

Images: Rex Features