Alexachung: Get a glimpse into Alexa Chung’s New Brand

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First brand video of Alexa Chung’s own clothing line Alexachung is revealed

Magnificent news! The cinematic short film Alexachung Dressage from Alexachung, the eponymous label from the international fashion icon, is out before the official brand launch on May 30 – and reveals the brand’s logo for the very first time.

Alexachung Dressage, starring Alexa Chung herself, has been shot by Australian filmmakers and artists Daniel and Lorin Askill. Previous works of the creative sibling duo include music videos for artists including Paul McCartney, Sia and Placebo as well as fashion films for brands including Apple, Dior and Alexander McQueen.

Listen carefully, dear horse enthusiasts! The cinematic fashion film is bold, elegant and unexpected, centring around an impressive dressage performance. Alexa is featured in a captivating protagonist role which captures the beauty and ritual of an equestrienne and her horse, allegorizing the tone of Alexachung’s launch.

Acting as a homage to Alexa’s past and future and being emblematic of Chung’s three year journey to bring the brand into being, the film is, as Alexa says, “a tongue in cheek celebration of the dedication, precision, skill and determination needed to develop and create something aesthetically pleasing”. She also guesses “it’s supposed to be funny”.

For more information and inspiration you can check out Alexachung’s Instagram platform @alexachungstagram as well as the website alexachung.com that will offer retail and exclusive content starting May 30th.