Can't say we didn't see this one coming. The living and walking embodiment of the term "je ne sais quoi" has decided to bottle her intangible coolness up and channel it into a 20-piece fashion collection, which you can 'see now, (and) buy now'.

 

So, to a church full of guests and a choir of singing children, Chung presented a lineup we could easily imagine the Brit It-girl herself in whilst parading down street style avenue. This season's narrative followed a posh London lass who is up for a little danger and fun. But according to the designer, stories of upcoming seasons will continue to evolve to avoid reproducing replicas of her own wardrobe at every showing.

 

 

The Alexachung Pre-Fall 2017 collection does a great job of highlighting her casual preppiness and penchant for effortless quirk. This meant floaty tiered dresses, a double breasted pinafore, a khaki trench, a sleeveless mini biker dress, and variations of denim and knits, alongside a statement candy striped two-piece suit. Even the green frilled Lurex frock Chung herself wore for the finale caused our hearts to sinfully covet.

 

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On perceptions towards "celebrity-turned-designer affiliations", Chung tells the Business of Fashion:

 

 "If you compare most celebrity fashion lines to Raf [Simons] or Christopher Kane, then, yes, they fall short. If you think of them for what they are, which is people who have gained some kind of following for their style who are indulging in their joy and love for that, then it is what it is. I'm not making ultra forward-thinking, mind-blowing creations. What I do want to make is lovely jumpers that will last you for a few years that you can wear or love or jeans that will make your bum look nice."

 

The collection will be sold at 55 luxury retailers including Selfridges, Galeries Lafayette, and online on a dedicated e-platform

 

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