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Alexa Chung Is Finally, Inevitably, Launching Her Own Brand

Alexa Chung wears navy dress with a pointy white collar on the red carpet. Alexa Chung at the premiere of The Legend of Tarzan. Photo: Mike Marsland/Getty Images

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After participating in successful collaboration after successful collaboration, Alexa Chung is fully capitalizing on her status as a modern day style icon and doing the thing we always knew she would: She’s releasing her own line of clothing.

According to Business of Fashion, which first reported the news, the ready-to-wear brand will be called Alexachung and is set to hit retailers like Selfridges, Ssense, and Matches in May 2017. We’re looking at a contemporary price point here, with pieces spanning “denim, daywear, evening wear, shoes and jewelry.”

Based on Chung’s well-documented style and past collabs — Archive by Alexa for Marks and Spencer, Alexa Chung x Madewell, Alexa Chung for Eyeko, Alexa Chung for AG, not to mention the Mulberry bag named after her — we’d guess that the line will strike a ’60s-inflected note, and that it will be generally cool and understated. Just like Chung’s been for the past few, low-key years.

One big question, though. Is Alexachung is meant to be said like a single word, as if you were rushing through her name, or is the lack of space just a visual thing? Truly, we don’t know. Attempt at your own risk, friends.