In our social media-obsessed world, It-girls have become as ubiquitous as iPhones; it seems as though every day there’s another multi-hyphenated twenty-something making a bid for supremacy. In many ways, Alexa Chung can be counted among the final cohort of It-girls who forged their fame beyond the confines of the social feed. From TV presenter to front-row darling, brand founder to author, Chung knows a thing or two about reinvention, yet the cultural relevance she has maintained over the last two decades has always felt true to the wry-humoured fashion plate who first got her big break in Channel 4’s back in 2006.

While Chung’s career portfolio has been ever-evolving, her distinctive personal style has remained a constant – not to mention a source of inspiration for a generation of fashion girlies who came of age in the 2010s. And it’s this clear aesthetic vision that is palpable in Chung’s first collaboration with LA-based fashion brand Reformation, which drops tomorrow.

Courtesy of Reformation.

Courtesy of Reformation.

“I always start with my own wardrobe first; what I feel on a personal level that I’m missing or dreaming about,” Chung says of building the collection. “Vintage shopping, which has always been a pleasure for me, is also inspiring. I went to Rockstar Boudoir in Crouch End and found this beautiful 1930s velvet coat. I love the sort of elegant eveningwear that feels slinky and luxurious, but you can still style with denim. I think this set the tone. If this collection had a time, it’s 9pm, you’re with the gals and it’s cocktail o’clock.”

In many ways, the 30-piece collection is a “This Is Your Life” of Chung’s fashion archive. There’s a double-breasted camel coat that recalls a coat she wore to London Fashion Week in 2012; a pair of knee-high, block-heeled boots, reminiscent of a pair she wore to a Prada party in 2020; a lace-trimmed cocktail dress not dissimilar to a butter-coloured slip she styled under a wax jacket to Glastonbury in 2024. And then there’s the logo tees and high-rise, straight-leg jeans, which are the sort of unassuming yet inexplicably cool basics that have become Chung’s sartorial calling card.

Courtesy of Reformation.

Courtesy of Reformation.

“It’s handy that I’ve always loved classic things, and it’s not like I’ve been ultra experimental with trendy items,” Chung says of building a wardrobe that had stood the test of time. “There’ll be anomalies in there, but ultimately, I love men’s shirts, classic 501s, navy-blue jumpers, ballet flats, a sensible bag. All the things I’ve always adored, and still do, are timeless, which, I guess, is what makes them timely.”

The collection is sure to sate the appetite of Chung’s millennial super fans, however the resurgence of the indie-sleaze aesthetic – which has seen a whole new generation tap into the biker jacket and band tee vibe that Chung became synonymous with in the 2010s – will no doubt draw in a younger crowd. What does she make of the comeback? “It brings such a smile to my face, because for a while there, I thought that it had all died out and no one was going to plug the amp in ever again. Although people don’t really use it as a tribe signifier anymore in the same way that we did. I don’t think it’s a full faithful rendition of the ‘Hedi [Slimane] boy’.”

Courtesy of Reformation.

Courtesy of Reformation.

Despite her successes, Chung admits that she’s apprehensive about the collection dropping: “I really hope people like it. I’ve done collaborations before, but they’ve been in quite specific categories, and this has the opportunity to reach more people,” she says. “The thing I love about Reformation is that it sells everything, which is really fun, but also makes it more similar to my own brand. And I think that’s why I’m nervous – I’m hoping that I’m catering to everyone, not just myself.” Something tells us it will be a surefire hit.

Reformation X Alexa Chung will be available to shop on reformation.com from tomorrow.

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X Alexa Chung High-Rise Straight-Leg Jeans

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