Alexa Chung closes fashion business

By

Sandra Halliday

Published
Mar 17, 2022

Alexa Chung announced on Thursday that her eponymous label is closing. In a lengthy statement on her Instagram account, the model and presenter-turned-entrepreneur said that in the “past few months I have gradually been winding down operations at the fashion line I founded in 2017”.

Chung has been a fashion influencer for many years and the launch of a signature label seemed like a logical move. The label seemed to take off strongly at launch.

In 2017, MD Edwin Bodson told Fashionnetwork.com that the label’s second collection had 40% sell-through in its biggest retailers in three weeks. It had also nearly doubled its number of points of sale worldwide to just over 100 in a few months and was expecting an increase to 120 within days of our interview.

But the pandemic would have clearly interrupted its trajectory and with the label’s high prices, it was competing in a market in which many of its rivals had deeper pockets and even bigger names to engage consumers.

Chung said on Thursday: “It was beyond an honour to be able to create my dream wardrobe, and I would like to thank our wonderful customers for the love you sent our way — you have great taste.

“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.”

She said the decision to close hadn’t been taken lightly and that her “enthusiasm for fashion remains undimmed”.

While running her own label, Chung has also continued with other activities, including a number of collaborations. She’s been closely linked with Barbour for several years and last year also launched a collab with Mulberry.