It was one of the most-highly anticipated shows of London Fashion Week and Alexa Chung did not disappoint. Marking her namesake brand’s first show on the official schedule, Chung showed a collection inspired by an airport departure lounge.
After models emerged from a maze of wood – as if belonging to a business lounge spa – the designer’s transatlantic vision began to make sense. As the show notes explained, Chung didn’t limit her focus to one specific corner of the globe, drawing inspiration “from Inverness to Tokyo, Dublin to Athens and Bristol to Palma”.
True to the designer’s wickedly British sense of humour, Chung let the logo of her fictitious travel company, AC World Travel Inc, adorn hoodies, sweatpants and scarves. Staying on the travel theme, we also saw prairie dresses featuring post-card prints.
Scarves tied around the neck felt part cowgirl, part air steward, while there were utility jumpsuits, Wild West-inspired dungarees and silk shirt combos, and some seriously 80s power suits.
To add to that, Chung had prepared her intrepid travellers for every eventuality, showcasing some seriously covetable beachwear alongside some London-appropriate raincoats.
Naturally, the designer’s FROW was star-studded: Chung’s loyal crew, including the likes of Daisy Lowe and Pixie Geldof, were in attendance, rubbing shoulders with industry names such as Camille Charriere, Pandora Sykes and Edward Enninful.
Out verdict? Wherever Alexa Chung is headed, we want to go.
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