Alexa Chung has long been a fixture on the fashion scene as model, writer and TV host

Though only 33, Alexa Chung has long been a fixture on the fashion scene as model, writer and TV host, dominating best-dressed lists for a decade, winning the British fashion award for style icon 3 years in a row – an international “It” girl. Now Chung is channeling all that into her new incarnation as fashion designer, launching her own brand.

Chung isn’t new to the design side, having had multiple mini-collaborations with established houses including Lancôme, Madewell, Marks & Spencer and Mulberry, the last resulting in the “Alexa” bag that soon compiled a 9,000-strong waiting list. Her style has led fashion swings and revivals with ruffled summer dresses, graphic tees, loafers, pyjamas-as-daywear, constructed jackets, tea dresses, and denim everywhere and every way, from cut-offs to jump suits. Now, backed by a savvy (and hands-off) investor, Alexachung is about to invade stores from Bergdorf Goodman in New York to MatchesFashion in London. Prices won’t be cheap for what the company calls its “high contemporary” line, translating to $100 to $200 for a T-shirt, and $800 to $1,500 for a sequined dress or jacket, putting her in the same category as Kenzo, See by Chloé and McQ.

Chung says of her new collection, “I deliberately went quite weird.” We bet you’ll find it quite wonderful.