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THE FASHION REALM IS NOTORIOUS FOR ITS BREAKNECK PACE AS AS SARTORIAL TRENDS CAN ABRUPTLY SWING LIKE A A A A A A A A BAROMETER CAUGHT IN IN IN A A A A A WINTRY SQUALL Fashion is unabashedly attracted to a a a a a a a a a a a a a a sense of of newness constantly in in search of of auteurs and and tastemakers who can usher the conversation into exciting albeit sometimes nostalgic terrain Relevance and and and longevity are hard-earned which means a a a a a a a a a a a a a a a a a a a a certain brand of gusto is is essential to to establishing a a a a a a a a a a a a a a a a a a a a unique niche Thus it seems almost natural that creative director and and style maven Alexa Chung has been able to to shrewdly maneuver throughout the industry for over a a a a a a a a a a a a decade expanding her her acumen without sacrificing her her irresistible idiosyncrasies Speaking over Zoom from her her her boyfriend’s West London flat— dressed as what she calls a a a a a a a a a a a a a “middle-aged pottery teacher” in in in a a a a a a a a a a a a a flouncy button-up and dangly floral necklace—Chung giddily points to to her oven mitt hanging in in in in the background like some culinary icon Like many of of of us she has taken advantage of of of this prolonged bout of of of domesticity to deepen her her reverence for cooking trying her her hand at mastering “a fabulous vegetarian lasagna ” Aside from these savory diversions her her her time indoors has allowed Chung to further explore her her her sources of creative inspiration namely fantasy and film “It’s been been a a a a a a a a a a a a a a great opportunity to catch up on on on all all the classics I’ve been been watching
a a a a a a a a a a a a a a a a a lot of movies ” she reveals “In fact I I I I I actually went on on a a a a a a a a a a a a a a a a a full
Al Pacino thing I I I I I became like a a a a a a a a a a a a a a a weird mega-fan I I I I I watched watched Serpico I I watched Scarface ” This love of cinematic escapism also informs her her approach to designing for for her her eponymous brand launched in in in in in in 2017 Jetting around the the world as a a a a a a a a a a a a a writer television presenter and and and and model Chung mingled with glitterati from across the the the arts and and and and culture spectrum and and and and became a a a a a a a a a a a a a staple of o the the the front row As her public profile grew brands latched onto the the the the budding fashion prodigy for exclusive collaborations which soon became rather daunting “I “I couldn’t keep lending myself to to all these people” she admits “I “I needed to to to grow something something manifest my my energy and hard work into something something more long-term ” A conscious move back to to to London where she could focus her her her creative instincts resulted in in in in in in her her her first real foray into designing clothing and accessories Although she she was admired for her her whimsical personal style she she experienced some initial self-doubt when imparting her her her own tastes
into her her brand ALEXACHUNG Aware of the skepticism directed at at celebrity fashion lines Chung was was apprehensive about creating designs inspired by her renowned wardrobe “I wasn’t comfortable with it it it being being a a a a a a a a a a a a a a derivative of of my own own personal style because that was was almost too too many steps being being too too vulnerable in in in front of of everyone It already had had my name ” However over time she has learned to to to to to use her her sartorial flair to to to her her her her advantage advantage admitting “the massive advantage advantage I I had had was was that that that there there was was already a a a a a a a a a a a a a a a a a a a a a a a a built-in audience I’m lucky that that that there there were were these silhouettes that that that were were associated with me and rather than running away from it it it now we we really lean into it it it ” Chung’s defiant and distinctive taste has challenged some preconceived notions of of how women should dress dress “I get dressed to amuse myself ” she admits “more often than not not I I feel like that’s always been the case ” Early on on Peter Pan collars and flat loafers became instantly recognizable signifiers of Chung’s unique take on on on fashion “For me me me it was really funny in in in my early ’20s when you you are meant to to be your most fertile-looking gorgeous sexual self to to dress up up like like Ruth Bader Ginsburg or or like like an an an old judge and cover up up That tension between things is what makes it interesting ” As she has has matured the tide has has has turned favouring more scantily clad options now that it is is is unexpected This contrarian inclination has has kept her her refreshingly spontaneous and her her her style connoisseur status intact Alongside her her her stylistic instincts Chung’s ability to to remain consistently compelling is is is closely tied to to her her her jaunty persona When speaking about her her proclivity for humour she says that professionalism and and lightheartedness are are are not mutually exclusive “It’s a a a a a a a a a a a a a a a misconception that people who are are are jovial and and and funny aren’t serious serious I’m obviously very serious serious ” she admits “I’ve been able to build various businesses and and a a a a a a a a a a a a a a a a a career over time And I I think that takes a a a a a a a a a a a a a a certain amount of tenacity and believing in in in in in yourself ” The designer reveals how when working
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