Alexa Chung, former model, TV personality, fashion influencer and contribution editor to British Vogue, is set to launch her own fashion label. In an exclusive interview with BOF, The Business of Fashion the 32 year old Chung will assume the role of creative director of Alexachung, a contemporary priced ready-to-wear brand, overseeing a six person design team.

“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,” Chung stated in her exclusive BOF interview.

The decision came after Chung’s very successful collaborations with brands AG Jeans and Madewell, and her consultant work with Marks & Spencer, Superga and Eyeko.

The collection will be sold at selected luxury retailers Selfridges, Galeries Lafayette, Matchesfashion.com, MyTheresa and SSENSE, as well as thru e-commerce.

Alexachung, will launch in the spring of 2017 in London, New York, Paris and Hong Kong, with the aim to introduce special project in each city, over its first year. The collection will include denim, daywear, eveningwear and accessories.