Eponymously named ‘Alexachung’, it will debut in May 2017 and will include denim, daywear, evening wear, shoes, and jewelry, as well as special products.
Chung will act as Creative Director of the brand, which is described as being ‘contemporary-priced’.
The 32 year-old model and presenter is well versed in fashion design, having collaborated with the likes of AG Jeans, Marks & Spencer, Superga, and Madewell over the last few years, as well as having a sell-out Mulberry bag named after her.
Additionally, she runs the Villoid app, which allows users to create their own fashion mood boards that they can share with fellow users.
‘I just wanted the freedom to sort of make my own world, without someone else’s brand’s brief to stick to,’ Chung told BoF. ‘That was so fun, but there are certain boundaries that come with doing something on behalf of someone else, [you] kind of have to keep within their design remit.’
She will oversee a six-person design team, while Edwin Bodson, the former head of atelier at Haider Ackermann, will act as Managing Director.
‘I see this being the culmination of a lot of hard work for a decade and this being the resting place for all of those ideas and to continue kind of developing and growing that, just in this one home base space,’ she said. ‘Also I feel like I need to get it up and running whilst I’m still young enough to have the energy and still be in touch with pop culture enough to make something that is actually relevant to the audience today.’