Alexa Chung to Close Fashion Label Amid Profit Loss
Featured Image: ZACKERY MICHAEL
LONDON — ALEXACHUNG, the brainchild of Alexa Chung, inspired by the world of music, party pieces, classic tailoring, and Jane Birkin’s insouciance, will be closing after economic pressures caused by COVID-19.
Chung took to an Instagram post in order to announce its closure —
“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.
The decision to close was not taken lightly, not least because I am so grateful for the passion and creativity the team at ALEXACHUNG brought with them every day and the faith everyone involved had in this endeavor. I am so proud of the company we became. Needless to say my enthusiasm for fashion remains undimmed…”
Chung, scouted at the age of 16, quickly became the face of several fashion collections, among them Vivienne Westwood’s Red Label. She mixed party dresses and knitted scarves with berets best described as Parisian-inspired.
The brand’s latest launch, its Barbour collaboration released in February 2022, will be available on the brand’s website until the end of this month. In the collaboration, she strived for a sense of reliving moments — “I suppose we’re all hankering for a time before everything was performance, and my preoccupation with practical things worn with more frivolous things is on perfect display.”
ALEXACHUNG, which launched in 2017, will be winding down instead of shutting down immediately. Vogue Business reported that Chung was “reluctant to make a pivot from wholesale to direct-to-consumer to reach profitability”, including brands such as Net-a-Porter and Bergdorf Goodman.
The brand was allegedly taking a loss for some time, with assets being valued at £196,000 in 2020, compared to £283,000 the year prior.