An It girl launching a brand as an offshoot of her popularity is nothing new – Chiara Ferragni, Aimee Song and Jeanne Damas are just some of the names that come to mind. But when it comes to Alexa Chung, the British style star with 2.3 million Instagram followers and a host of successful collaborations under her belt (including denim specialist AG Jeans and British departmental store Marks & Spencer), the resulting euphoric reaction is understandable. (There were 50,000 likes on that one Instagram post alone.)

News of the contemporary ready-to-wear line, dubbed Alexachung, broke by way of an exclusive interview with Business of Fashion today. Dropping next May, the debut collection will comprise denim, daywear, evening wear, shoes and jewellery, and will be sold in major retailers like Galeries Lafayette and e-tailers like Matches Fashion.

Below, we break down Chung’s sartorial appeal and why it’s earned her scores of fans:

#1: She pulls off loud, bold suits effortlessly.

Nothing – zebra prints, painterly florals or bling – seems to faze her.

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RG @britishvogue @gucci

A post shared by Alexa Chung (@alexachung) on


#2: She’s got a knack for styling denim pieces.

Her casual yet stylish outfits look impeccably put-together, whether it’s a pair of jeans cropped just so, a romper with sleeves turned up, or a denim-on-denim look amped up with metallic booties.


#3: She loves a good vintage/slogan tee.

With Gucci and label-of-the-moment Vetements churning out their own slogan tee iterations, it’s a wardrobe staple that Chung has mastered to a T.

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Happy Days @hunterboots #glastonbury2016

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#4: She has ’90s trends down pat.

Chokers and slip dresses – just some of the hottest ’90s fashion trends right now – regularly feature on her Instagram page.

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#eyebags #villoidstyle #dogcollar #officewear

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Main photo: @chungalexa Instagram

Like this? Multi-label boutique Kapok is launching its own gender-neutral clothing line this July.