Alexa Chung announced on Thursday that her eponymous label would be closing. In a lengthy statement about her Instagram “Over the past few months, I have gradually narrowed down the activities of the fashion line I founded in 2017,” says the model, host and entrepreneur.
Chung has been a fashion influencer for years, and launching a signature label seemed like the logical move. The brand seems to have flourished upon launch.
In 2017, MD Edwin Bodson told Fashionnetwork.com that the brand’s second collection sold 40% at the largest retailers in three weeks. It has also nearly doubled its worldwide point of sale to just over 100 points in a few months and is expected to grow to 120 within days of our interview.
But the pandemic is clearly going to disrupt its trajectory, and with high prices for brands, it is competing in a market where many of its rivals have deeper pockets and even big names. more to attract consumers.
Chung said on Thursday: “It has been an honor to be able to create the wardrobe of my dreams, and I want to thank our amazing customers for the love you sent our way. – you have great taste.
“My experience of starting and leading my own company has been a blessing and often a joy, but the past few years have been a challenge for independent small businesses and ours has not been the case. Exception.”
She said the decision to close was not taken lightly and “her enthusiasm for fashion has not waned”.
While running her own label, Chung also continued other activities, including several collaborations. She is closely associated with Barbour for several years and last year also launched a product in partnership with Mulberry.
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