Women

The Alexa Takeover

Before her latest Alexachung collection and her new show Next in Fashion on Netflix, the young designer is everywhere and has not finished impressing us.
Reading time 4 minutes
Photography by Guen Fiore. Styling by Marianthi Hatzikidi. Interview by Laure Ambroise. Blue cotton poplin collar shirt, Dior. Jewelry, BOUCHERON.

WHAT WAS YOUR FIRST ENCOUNTER WITH FASHION?

I was spotted at the age of 15 by a modelling agency, which was my first contact with the fashion industry. 

FROM YOUR FIRST FRONT ROW UNTIL NOW, HAVE YOU SEEN FASHION CHANGE?

Absolutely, fashion has diversified and become aware of social issues. Consumers have really driven the concept of sustainability. Moreover, I think the advent of social media a decade ago really changed the Fashion Show experience forever.

COULD YOU SUM UP YOUR ALEXACHUNG SPRING/SUMMER 2020 COLLECTION IN A FEW WORDS?

It is a kind of Easter snack which is dialled up. There’s definitely a Man Men element to it, with pastel colours that Betty wears.

IS YOUR APPROACH TO STYLE AND DESIGN BASE ON INSTINCT?

Definitely, by the desire to dress as I feel and express my personality through clothes.

WHO IS THE ALEXACHUNG WOMAN?

She could be anyone. I do not design my fashion with a muse in mind. What I draw from is more personal, so maybe the Alexachung woman is Alexa Chung.
 

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YOU PRESENT A NEW SERIES ON NETFLIX CALLED NEXT IN FASHION IN WHICH YOU LOOK FOR THE NEW DESIGNER OF TOMORROW. HOW DID YOU CHALLENGE THE CANDIDATES?

Each week there was a different challenge designed to test their versatility as a designer as well as their ability to collaborate because, in my experience, much of the execution of a creative vision is to be able to communicate clearly an idea, but also to take into account the opinions of others. They were asked to design one or two looks according to different themes such as “the climb of the steps” or “activewear”.

YOUNG CREATORS (18 YEARS OLD) PARTICIPATED IN THIS SHOW, WERE YOU IMPRESSED BY THEIR TALENT?

Absolutely. I think the production of the series has done a great job of finding talented people in quality fashion schools, so there is real legitimacy in this competition.

IS IT DIFFICULT TO CHOOSE A SINGLE WINNER (THE WINNER WINS $250,000 AND HAS THE OPPORTUNITY TO OFFER HIS COLLECTION ON NET-A-PORTER)?

Yes, it was difficult because the two finalists were both designers with whom we had established links and both deserved to earn that money to develop their work. However, they were also very different stylistically. In the end, the decision was based on the strength of their latest collection in a commercial spirit.

ARE YOU LOOKING FORWARD TO REACHING A GLOBAL AUDIENCE VIA NETFLIX WITH THE BROADCAST OF NEXT IN FASHION?

I think so... It is always nice to be in a foreign country and to hear “hello”. I hope that people will love me, and if not, I will put on a big hat and hide underneath.

CREATIVE DIRECTOR OF ALEXACHUNG, YOUTUBE STAR, MODEL, WRITER, YOU HAVE MANY TALENTS. WOULD YOU LIKE TO ADD ANOTHER STRING TO YOUR BOW?  

I think I give my best and I am very happy with the work I do within my company because it allows me to experience all the things I like to do within the same house.

WHAT ENCOUNTERS HAVE CHANGED YOUR LIFE?

The one with Karl Lagerfeld, in the sense that it brought me a certain legitimacy in the world of fashion when I was a TV presenter. In addition, the one with my first investor who encouraged me to create my own brand.

WHAT MUSIC COULD BE THE SOUNDTRACK OF YOUR LIFE THESE DAYS?

Probably classical music. I try to be calm and elegant.

WHEN WAS THE LAST TIME YOU WERE BLOWN AWAY?

When I met Tan France in London [her co-presenter on Next In Fashion]. Before that, it was with Bruce Willis in New York.

WHAT DO YOU WANT TO DO NEXT, WHAT IS YOUR DREAM?

I am very happy right now, so I would like to maintain that balance between my work and my personal life. In addition, I really want a boring sweater, a black cashmere turtleneck. That is all that comes to mind (laughs).

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Photography Guen Fiore

Styling Marianthi Hatzikidi

Hairstyle: George Northwood.

Makeup: Florrie White.

Photo assistant: Francesco Zinno.

Styling assistant: Gabriela Cambero.

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