- Vivian Hendriksz |
London - Model, television presenter turned fashion designer Alexa Chung has revealed the new logo for her debut fashion label Alexachung ahead of its launch.
The logo reveal comes before the drop of Chung's first ready-to-wear collection, which is set to launch in London on May 30, 2017 in a short film. Named Alexchung Dressage video short, directed by Lorin Askill, shows Chung wearing a full riding dressage suit before greeting and mounting a white show horse and performing a short sequence which shows her logo stamped out in the sand below. The film was created as a throw-back to Chung's own experience growing, designed to show her revisiting her own past.
"It is a tongue-in-cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing," explained Chung to British Vogue, "coupled with the feeling that you could spend endless amounts of time trying to create something that means a lot to you, hoping that some might appreciate it. Beauty is in the eye of the beholder. I guess itʼs supposed to be funny."
Both the shirt and blazer worn by Chung in the short film are said to be from her upcoming label launch, which is set to be live streamed on alexchung.com. Following the brand's initial launch, additional release dates of future collections are set to be announced via alexachung.com and its social media sites.
The label launch comes after the model and television presenter teamed up with numerous fashion brands, such as Marks & Spence and Superga, to created capsule collections.