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Alexa Chung to close fashion label, citing ‘challenging’ conditions | Fashion industry

The superstar TV presenter and influencer Alexa Chung has introduced she is to shut her eponymous style label after 5 years on account of financial pressures brought on by the pandemic.

The label, which confirmed twice at London style week and just lately collaborated with Barbour, will not be going into administration however is, says Chung, “winding down”. Items from the Barbour assortment will nonetheless be accessible on the model’s official website till the tip of the month.

Chung famous on Instagram that the choice to cease “wasn’t taken lightly”, saying “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 mannequin turned designer was reluctant to embrace the e-commerce department of her label, in keeping with Women’s Wear Daily. It stories that Chung would “do things differently” if she have been to begin once more.

Chung backstage at London fashion week in February 2019.
Chung backstage at London style week in February 2019. Photograph: Gareth Cattermole/BFC/Getty Images

Following a profession as a mannequin and as a presenter on Channel 4’s Popworld, Chung grew to become a fixture of the brand new rave scene, relationship musicians the Faris Badwan of The Horrors, and Alex Turner of Arctic Monkeys. She launched her style label in 2017.

Chung’s first present at London style week was a success, with the Guardian’s Jess Cartner-Morley describing it as “London tomboy” assembly “Parisian chic”. The label grew to become recognized for its outerwear, and regardless of being stocked in Selfridges and Bergdorf Goodman, provide chain points hit Chung’s enterprise throughout the pandemic.

While some superstar style strains, together with these from Kim Kardashian West (SKIMS) and Kanye West (Yeezy) have loved industrial success, failures are likely to outweigh the triumphs. Rihanna closed the ready-to-wear department of her Fenty vary final yr and Victoria Beckham’s label has been struggling financially.

Chung’s distinctive look was a mainstay of 2010s style. Combining unkept hair with pie-crust collar shirts, skinny denims and ballet pumps, her Jane Birkin-ish look prompted Mulberry to call a purse after her in 2010. More just lately, her model has been referenced in aesthetic actions on the social media platform TikTok: #indiesleaze and the “twee revival”.

“Fashion in particular unfortunately suffers from a quite a high rate of people really struggling,” Chung informed Vogue final yr. “So more than ever it’s important to have people around supporting you.”



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