As her fashion label launchings, Alexa Chung recreates the seems of her favourite style icons

You would really like Alexa Chung. Shes famous for having loadings of celebrity teammates and an It hairstyle and wearing quirky clothes, which perhaps doesnt sound like your cup of tea, but you would. The celebrity teammates and the whisker and the quirky clothes are all part of her, but she is also the kind of woman who, when she sets on a black leather minidress that indicates ridiculously long, slender legs, starts pointing out to me and the other women around her on Guardian Weekends shoot how dry and hairy those legs are.( Theyre not, but still .) When she tells a funny story about the time she and Pixie Geldof got locked out on a smoking terrace at a party and Taylor Swift rescued them, she somehow makes herself the butt of the joke: the loser who wasnt famous enough for the bouncers to bother rescuing. She totally gets that the united states was normals find the Alexa Chungs of “the worlds” so annoying, and goes out of her route not to be.

All clothes from, unless otherwise provided. Jumper, from a selection, Photograph: Linda Brownlee for the Guardian

This week, Alexa Chung the person became Alexachung the all-one-word fashion brand, as the first collection from her new label goes on sale. Chung has ruled best-dressed lists for a decade, taking home the British fashion honor for style icon three years in a row. She has a Mulberry handbag named after her, which is pretty much the fashion industry equivalent of an OBE. Having experimented with monetising her best-dressed status via collaborations for fashion brands Madewell, AG Jean and Marks& Spencer, Alexachung is the next logical step.

Taking inspiration from stone icon Brian Jones. Photograph: Linda Brownlee for the Guardian

Today we are hitting portraits of Chung as her five style icons, styled by her, largely use clothes from her own collection. So there is Alexa channelling Franoise Hardy in a trenchcoat and flared trousers; paying homage to David Hockney in knitwear; in a Brighton-rock striped trouser suit( Brian Jones ). Here i am Alexa in an ice-blue mini-cheongsam, a tribute to Maggie Cheung in In The Mood For Love; and in the aforementioned leather minidress as Marianne Faithfull. The people whose style I love are all in this collection, Chung says. I didnt want it to be all about me that would be carrying. In the end, my taste and my eye get in the way, and everything aims up being stuff I like wearing, which I think is fine. But I didnt want it to be obvious. Peter Pan collars and princess-line coatings, for example, two seems Chung has practically trademarked over the years, are nowhere to be found.

Channelling vocalist Franoise Hardy. Lurex knit, Boots, Alexas own. Photograph: Linda Brownlee for the Guardian

She arrives at the Hackney studio, simply a mile or so from her home, wearing a Prada menswear jumper in green and grey stripes over a vintage T-shirt with the legend Dedicate A Damn, over high-waisted, off-white AG Jean. Its her appear: Camden Town rock band front man fulfills French Vogue fashion assistant. Clambering into her flares and trench coat, Chung enthuses about the route Franoise Hardy is quite tomboyish, but with this very feminine energy. I am preoccupied with that iconic video where shes wearing a raincoat, in the street, with her camera. I signify, what a babe.

A tribute to Marianne Faithfull. Top by Ganni, from Mane: Ben Cooke at Frank Agency. Makeup: Liz Pugh at Premier. Photograph: Linda Brownlee for the Guardian

The shoot takes time, because Chung is an accomplished but easily confused simulate. She scarcely stops talking, with an excellent line in chat that encompasses cronuts, light-up dance storeys and why it is that when youre in a lavatory cubicle and anyone tries the door, “theyre saying”, Person in here !, when you mean yourself. For every two minutes of pose, you get five members of physical comedy; there is a lot of singing, and a spirited impression of the Beach Boys on stage at the 1964 TAMI show. Chung folds into a banana and flat white as the camera clicks, all the while inducing plans for the evening when she is of course! on the listing for a friends gig.

Chungs twisting on artist David Hockney. Photograph: Linda Brownlee for the Guardian

There is a famous photograph of David Hockney in his studio, wearing a navy rugby shirt, white-collared with a pink stripe. We basically wholly rent that off for this sweater, Chung admits cheerily, layering her own navy-and-pink sweater over a white shirt. Meanwhile, Brian Jones was the inspiration for a pink-and-red striped trouser suit that seems elegant once Chung has it on, but is moderately bonkers.

In fact, the astonish of her first collection is how out there it is. Portion of Chungs appeal is that, in contrast to the flamboyance of most street-style superstars, she is often considered to be in wearable clothes: many jumpers, jeans, a Chelsea boot as often as a stiletto. But her brand plays up her kooky side. I deliberately went quite weird, she says. Adjust your Glastonbury wardrobe accordingly.

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