The British beauty has teamed up with the niche fashion retailer for a capsule collection launching Saturday in all Madewell stores.
The cutesy-cool line, which is heavy on hot pants, easy-fitting dresses and super-skinny jeans, looks like it could have been pulled directly from Chung's closet. "Madewell totally got my aesthetic," she said. "They're also a brand that's in keeping with my tomboy, comfortable style."
The retailer's temperate prices (tees start at $19.50; leather coats are $395) were also a lure for the 26-year-old fashion plate. "I didn't want to rip anybody off," she said. "I wanted to make an affordable collection. And the types of things they sell are staples that could be in your wardrobe for years to come."
Standout looks in the line include a boxy double-breasted gray wool coat, an engineer-striped overall mini-skirt jumper, a flowing, cream-colored skirt that hits below the knee (the new "it" skirt silhouette) and a long-sleeved tunic-style dress made from rust-hued crushed velvet.
The collection "was made with my friends in mind," Chung said, "so I guess [it's for] women my age who like to be comfy but also like to look chic." But really, "it's for everyone or anyone who likes to dabble in hot pants," she added, somewhat cheekily.
To celebrate the launch, Madewell is inviting shoppers to make appointments before store hours on Saturday to shop the collection before the stores open. A traditional British breakfast for some — butter cookies and tea — will be served in homage to Chung.
And with each Alexa Chung for Madewell Collection purchase made before store hours, shoppers will receive a customized ribbon from Chung, emblazoned with one of her favorite quotes — written in her own hand. And the first 25 shoppers will receive a Chung-designed pouch that's not being sold in the collection.
Call one of the two Madewell stores in the Los Angeles area to make an appointment.
Madewell, at the Americana at Brand shopping center, 716 Americana Way, Glendale. (818) 243-1096. 10 a.m. to 9 p.m. Monday through Thursday; 10 a.m. to 9 p.m. Friday; 10 a.m. to 10 p.m. Saturday; 11 a.m. to 8 p.m. Sunday.
Madewell at the Westfield Century City mall, 10250 Santa Monica Blvd., Space No. 98, Century City. (310) 772-0428. 10 a.m. to 9 p.m. Monday through Saturday; 11 a.m. to 7 p.m. Sunday.
Free City Supershop Supermat Wednesday: Free City has moved from Malibu to L.A. and plans to have its grand opening Wednesday. The store, where everything is made in-house or customized in a workshop nearby, will carry the brand's signature graphic T-shirts and hooded sweatshirts (embellished with slogans such as "Life Nature Love" and "Neighborhood") along with shoes, jewelry, customized bikes, almond milk, bread and more. Exclusive merchandise includes Vans Vault Free City high-top sneakers made from used tent material ($125). Another shoe collaboration to look for is the Quoddy ring boot with Free City patches also made from green tent fabrications ($460). Scosha charm jewelry features the Free City's motifs of bikes and hummingbirds on brass charms for $80 to $1,200. The graphic shirts range in price from a special $75 hooded sweatshirt to a "Sparrow Life Nature Love" hand-painted T-shirt ($138). There are also vintage army jackets or sweatpants ($148) and a $2,500 Riga turntable that is covered in fabric for a lo-fi look. Customized bikes range from brightly colored Schwinn beach cruisers ($900) to Mission Bikes fixed-gears ($1,500 to $2,000).
1139 N. Highland Ave., Los Angeles. 11 a.m. to 6 p.m.
Zero + Maria Cornejo: Cult favorite New York label Zero + Maria Cornejo, which counts Tilda Swinton and Michelle Obama among its fans, has opened a 2,000-square-foot boutique on Melrose Place to house its sophisticated — and often avant-garde — apparel and footwear for women and men. Peppered with sleek furniture from German company E15, the elegant space was designed by New York's Work Architecture. Prices for apparel and footwear range from $250 to $2,000; accessories range from $400 to $900.
8408 Melrose Place, Los Angeles. (323) 782-4915. 11 a.m. to 7 p.m. Monday through Saturday; noon to 6 p.m. Sunday.