Television presenter, fashion designer and ex-model Alexa Chung has made a career of her widely popular sartorial choices, trend setter status and role as a muse. Chung’s offbeat style of Peter Pan collars, brogues, loafers and pinafores have inspired a spate of imitators of her tomboy style. In May 2017 she launched her eponymous label, and has a longstanding collaboration with AG Jeans since 2015.
Chung was approached by a model agent at Reading Festival at the age of 16, eventually being taken on by Storm Model Management. She modelled for teen magazines such as Elle Girl and CosmoGIRL! and worked for companies including Fanta, Sony Ericsson, Sunsilk, Urban Outfitters, and Tampax.
In April 2006, then-model Chung was offered the job of co‑host on Popworld on Channel 4, a music show known for its irreverent and awkward style of interviews. As her profile began to rise, Chung would regularly appear on best-dressed lists around the world and returned to modelling.
In 2008 she was the face of Australian fashion label Antipodium's S/S 2008 collection and Oxfam's ethical fashion range, Revamped. In September 2008, Chung walked the catwalk as part of the Vivienne Westwood Red Label Spring/Summer 2009 show at London Fashion Week. In early 2009, she became the face of British High Street giant New Look. In July 2009, Chung moved to NEXT Model Management and became the face of DKNY Jeans.
In June 2009, Chung was made a contributing editor of British Vogue and has interviewed designers such as Karl Lagerfeld and Christopher Kane for the publication. That same year Mulberry created the Alexa bag, inspired by Chung which was responsible in a large part for a 79 percent increase in Mulberry’s sales the following year.
In February 2010, Chung collaborated with J.Crew 's Madewell on a womenswear line, which was unveiled during New York Fashion Week. She collaborated with Madewell for a second collection, released in September 2011.
American Vogue’s Anna Wintour has described Chung as "a phenomenon" while The New York Times has declared her "the Kate Moss of the new generation." Karl Lagerfeld has said she is "beautiful and clever...a modern girl."
Her first foray into fashion design was a collaboration with denim brand AG Jeans in 2015. In 2017, she launched her namesake label, "Alexachung," as a first solo design project. The inaugural collection was bought by international stockists including Net-a-Porter, Bergdorf Goodman and Colette.
In December 2010, Bryan Ferry, on behalf of the British Fashion Council , presented Chung with the British Style Award, which "recognises an individual who embodies the spirit of British fashion and is an international ambassador for the UK as a leading creative hub for fashion." A clear indication of the popularity of Chung’s style, she went on to win the British Style Award, voted for by the public, in 2011, 2012, and 2013.