ALEXACHUNG was a fashion brand launched by British style icon Alexa Chung in May 2017, representing her vision to create clothes that people genuinely want to wear. Based in London and rooted in British sensibility, the brand combined Parisian chic with New York edge, infused with distinctly British humor. Drawing inspiration from icons like Jane Birkin and David Hockney's artistic aesthetic, ALEXACHUNG offered an advanced-contemporary approach to women's ready-to-wear. The brand's carefully curated aesthetic blended prim, racy, and rock 'n' roll elements, where frivolous party pieces seamlessly interacted with grown-up tailoring and classic silhouettes. Known for distinctive fabrics, prints, and feminine designs paired with impeccable tailoring, ALEXACHUNG operated four seasonal collections distributed internationally across fifteen countries through prestigious retailers including Net-A-Porter, Matches, and Galeries Lafayette. The brand closed in March 2022 due to challenges facing small independent businesses.