Alexa Chung has made her first foray into serious fashion by designing a 20 piece collection for the Californian label AG. It’s a career she’s always dressed for – but is being famous enough?

 

My expectations were high..I wanted frank and forthright with a street awareness…and a determination to do her own thing, all delivered with a kick and a wink..

Well..I like the buttons.  But if this really is a throw back collection honouring the late sixties and seventies, I’d have preferred them in brass..

You could say it’s nice and polite..which would be polite..

Or you could say this looks like something you could stumble into on a rack in the deepest, darkest depths of Marks and Sparks..not even Per Una label..

And if you said this was from Gap, I would believe you.

Tame and lacking flair..the collection is like going to taste a beautiful rich merlot..and finding it’s slightly warm water from a plastic cup instead. There’s going to be a lot of seriously good denim this year – Sonya Rykiel and Gucci being just two casing points.  In comparison, this collection falls way off the mark.  It will sell out..but that says more about our society than good design…

Laters, Kate x