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Your First Look At Alexa Chung's New Fashion Label

The wait is over - Alexa Chung's very first fashion line has landed.

Following sellout collabarations with the likes of M&S, AG Jeans and Madewell, Chung is finally getting a brand of her own. Heavily referencing her own wardobe, the 145 piece collection has a retro feel with lurex dresses, crochet separates and striped suits.

To celebrate the launch the style star has created a video with her old pal, Mike Skinner, of The Streets fame. The pair met back in 2004 when Skinner booked the unknown model to star in the video for his track, I could well be in. Fast forward 12 years and when the duo were reunited at a dinner they decided to work together once again.

The video, part of the mytheresa.com Tunes series, was directed by Skinner and sees them both playing themselves at a dinner hosted to celebrate Chung's new fashion brand - naturally, she wears pieces from her first collection throughout. Featuring his song In my head – the darker the shadow the brighter the light, the video includes a nostalgic flashback to the original video from 2004.

Check out our favourite pieces from her new collection in the gallery below...

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Shop the collection at alexachung.com from midnight tonight. You better move fast though - we predict a virtual stamede.

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