London - Model and television presenter Alexa Chung is to launch her own fashion label called Alexachung.
The model-turned-designer is following in the footsteps of Victoria Beckham, who successfully launched her own label after a career as a pop star and media personality.
Chung has previously launched capsule collections for Marks & Spencer and AG Jeans, although this is the first time she will be a bonafide Creative Director of a brand.
The news, which was announced on a Business of Fashion, has been in the rumor mill for some time as Chung, a style icon in her own right, also acts as director of her own style app, Villoid.
Chung told BOF: "If it had been any time sooner than this, I either wouldn't be responsible enough or have been able to take on this kind of feat."
The label will sell denim, daywear, eveningwear, shoes and jewellery and will be designed by Chung and a team of six designers, including Haider Ackermann alum Edwin Bosdon. Retailers confirmed to stock the first collection are Matchesfashion.com, MyTheresa and Canada-based SSENSE.
Chung added: "I want to make sure that we are offering something that is exciting and unique and new, but also the point of this brand is that it connects to everyone. I'm not making something that has got a crazy high price point. I want to make sure its something that is speaking to just everyone on the street."
Image:Alexa Chung Facebook