In Her Jeans

Blog 12 - AG Alexa Chung.jpg

With over two million avid followers on Instagram alone, and another 1.5 million fans on Twitter, Brit ‘it’ girl Alexa Chung has deservedly made it to the website Business of Fashion’s top 500 ‘The People Shaping the Global Fashion Industry’ list three years in a row. What makes this model, television presenter and writer unique is her offbeat sartorial flourish that channels Sixties style and makes Peter Pan collars, schoolgirl pinafores, boyish brogues and other androgynous pieces look cool.

For someone who has been called “a phenomenon” by American Vogue’s editor Anna Wintour, has won the British Style Award three years in a row and has had a Mulberry bag named after her, it comes as no surprise that Alexa’s collaboration with AG Adriano Goldschmied is one of the most awaited apparel affiliations currently. According to Women’s Wear Daily, Chung collaborated with the brand on at least two denim collections through to Fall 2015.

In her fashion designer avatar, the 31-year-old, who now lives in New York, stays true to her preppy British style and recurring retro fixation, and throws in some French sophistication for good measure. “The collection is inherently the missing pieces of my dream denim wardrobe, which, as ever, is predominantly inspired by a late Sixties, early Seventies aesthetic,” she told in 2014.

Luxury jeans brand Adriano Goldschmied, a pioneer in the denim industry, took the TV presenter to their factory to get a taste of the company and understand how her pieces would be made from start to finish. “I found the trip incredibly inspiring and an opportunity to learn about denim and make things I had been dreaming about finding,” she said about her interaction with the brand — helmed by creative director Samuel Ku — that believes in crafting beautiful clothing that combines a modern sensibility with classic sophistication. Perhaps that’s why Alexa’s classic coolth resonates with the brand, launched by Samuel’s father Yul Ku in 2000.

“I pray to Sixties icons such as Brigitte Bardot, Jane Birkin and Francoise Hardy – and I ask the internet for advice via Googling ‘Jane Birkin’,” the Vogue contributing editor said earlier this year while describing her design inspirations. “I just wanted to make clothes that I would be really happy wearing. As well as making my dream skinny jeans, I wanted to make vintage-inspired jeans that felt comfortable like modern-day jeans do, taking old-school silhouettes but making sure that the modern technology that we have today would make them wearable,” she told British Vogue. Naturally, featuring in the collection will be Alexa’s “dream skinny jeans”, denim dresses, A-line skirts, overalls, jackets, sweatshirt, high-waist shorts, Merino wool jumpers and a selection of blouses. Poised to become talking points will be the ‘Selfie’ tee, a white T-shirt featuring an image of Alexa herself, and the ‘Sacred Monster’ long-sleeve tee, a phrase she read in a Richard Hell book.

The Alexa Chung for AG collection, based on Alexa’s happy clothes mantra, was made in Los Angeles by a talented team that translated the British fashion icon’s signature style into clothes that one could enjoy – ‘get it dirty, roll round, climb things, dance all night, sleep in it, be happy’, as per the AG Jeans philosophy.

As for finding your perfect pair of jeans, Alexa doled out advice on “Choose a size up, so you don’t give up as soon as the first thigh doesn’t fit in. Go to a brand you know makes good-quality denim that actually lasts… When you find the right pair for you, my advice would be, buy two pairs if you can.”

The limited edition collection is available at select The Collective stores in India.