“You think of denim as being quite simple and boring, but it is quite difficult to get right,” explains Alexa Chung at the launch of her new denim line for AG. “It is also the cornerstone of any wardrobe.” Spot an off-duty snap of the model and contributing editor for British Vogue, and chances are she will be wearing the fabric in some guise or other. “I had about 20 pairs of jeans in my wardrobe and only two that actually fit me," she admits. Chung decided to fill the holes and create her dream denim wardrobe.
She looked to her personal style icons, most notably Jane Birkin, for inspiration, as well as the decade the fashion world has fallen for this spring – the 70s. Among Chung's favourites are the denim dress, named after her good friend Pixie Geldof, the A-line miniskirts, the near-impossible-to-achieve sexy dungarees and the perfect skinny jeans.
The whole collection for AG was created from conception to launch in just two months. “I went to the AG offices in LA, they have a factory in-house, it’s like watching elves working on Chrismas Eve,” she explains. “I was really impressed. It’s a family-run business and the whole brand is infused with love. It’s also based in California and it’s so relaxed. I asked ‘What can I do?’ and they said ‘Literally anything you want’."