Alexa Chung launches her first fashion collection

It was previously announced in July that British style guru Alexa Chung was launching her first fashion collection. Having previously designed sell-out capsule collections for AG Jeans and Marks and Spencer, this is the first time the model-turned-designer will be releasing a collection under her newly created eponymous label.

The label will sell denim, daywear, eveningwear, shoes and jewellery and will be designed by Chung and a team of six designers, and she will serve as creative director to the label.

Chung told Business of Fashion in an interview last year that "I feel as though I'm kind of prepared to do it now, if it had been any time sooner than this, I either wouldn't be responsible enough or have been able to take on this kind of feat."

In an interview in the current issue of Vogue, which sees Chung gracing the cover in a piece from her collection, she explains the timing of the launch: “This is a moment in my life where I felt I could dedicate all my attention in one direction. Age has something to do with it … I’m young enough and excited enough to start something new, but old enough to have learnt a bit. And confident enough to think I could pull it off.” She goes on to admit: “I’d love to open a shop. This is just the start.”

Accompanying the interview is a first glance of Alexa wearing a piece from the collection:

Bear Grylls//Digital Spy

And an additional shoot in the mag sees Chung's close friend Pixie Geldof modelling one of the quirky designs:

Bear Grylls//Digital Spy

To celebrate the launch of her first eponymous collection, the style star teamed up with Mike Skinner and MyTheresa.com to produce a video giving us a sneak peek of the collection, ahead of tonight's launch. Chung originally paired up with Skinner when she starred in his The Streets' 2004 music video for I Could Well Be In. Recently reunited at a Mytheresa.com event in Germany, the duo decided to reunite for this creative collaboration.

The track titled In My Head is available now on iTunes and shows Chung wearing wearing selected looks from her debut collection throughout, from high-neck blouses and mohair jumpers to high-waisted mini skirts and silver backless loafers.