To be honest, Alexa Chung was a fashion designer in the sense that Chloe Sevigne was a “designer” for Opening Ceremony or Imitation of Christ (God, remember that??). In other words, she’s at best a stylist, not a designer. This is not to denigrate her or dismiss her, as she has great style. Like Sevigne, she’s the fashion it-girl of her generation.

@amandaamanda5398

Жыл бұрын

She's not even a good stylist. Her outfits were cheesy, and lack subtlety and depth.

@pumpkincat3291

Жыл бұрын

@@amandaamanda5398 I think she’s a good stylist, but I’m basing that on the fact that she’s been known to have a unique eye/style that starts trends. I think it’s really impressive how much people copied her style, not because of who she was, but because of what she was making. To make my point more clear, I’ll use the Kardashians as examples. When they do something, people copy because they’re the Kardashians. When people copied Alexa, it was because they liked the outfits she made, and THAT’s what made Alexa Chung rise.

@Mal1050E

Жыл бұрын

Chloe Sevigne is one of those people who i always think is gonna do something amazing but then it never happens lol

@amandaamanda5398

Жыл бұрын

@@pumpkincat3291 People copy her outfits because her style is simple, easy and plain enough, and also cheesy enough. There's no depth & no sophistication in her outfits, and there's no subtleties, no "make-or-break" details. For example, if you look closely at Phoebe Philo's camel sweater+black trouser+white sneakers outfit. It looks simple enough, but unique shape of the trouser legs, the cuffed hem, and the fit and rolled-up sweater sleeves... If you don't get these details right, you wouldn't be able to recreate the vibe even if you wear a camel sweater + black pant ensemble. And if you look at Victoria Beckham's outfits, many of them are hard to replicate: the shape, the drape, where the waistline and hem lie, etc., all matters. The breadth, depth, subtlety and sophistication are what Alexa Chung lacks.

@elgranjuanito817

Жыл бұрын

@@amandaamanda5398 Phoebe Philo and Victoria Beckham are indeed great examples of seemingly simple, yet sublime and sophisticate design. (You have great taste!) It isn't even fair to compare them to Alexa Chung (it isn't even fair to compare Phoebe and Victoria because Phoebe is light years ahead). As for Alexa, she was a fashion It girl for a reason, and I think that Pumpkincat (fabulous name) is right that it has to do with trends, not necessarily fashion. There is something, I think, effortlessly cool about her style, and clothes look great on her, and that is why people want to look like her. Perhaps that's it?

As a former tumblr indie fashion millennial girl myself I lovedddd Alexa and I still have a deep appreciation and respect for her and her undeniable influence on fashion’s evolution. She was an influencer before the term as we now know it. A few years ago I was waiting in line at a random coffee shop in Soho NYC and happened to look around, and when I turned to look who was standing behind me in line, I mentally squealed when I realized it was Alexa. Haha! I didn’t want to go starstruck on her so I just smiled and she gave me a sweet big smile in return and I went about my day. I kinda wish I had told her how much I admired her but nevertheless it’s a cute memory. And she looked gorgeous as ever.

@understitchYT

Жыл бұрын

That’s so cute to hear that she was nice like that, and appreciative of your discretion

@bkimatab

Жыл бұрын

I bet she appreciated more that you just gave her a friendly smile and left her to enjoy her day normally. I think a smile already showed her how much you appreciated her.

@elgranjuanito817

Жыл бұрын

Cool story! Glad you played it cool! That "sweet big smile" she gave you was a big thank you!

@solesticia

Жыл бұрын

I met her once in London and she knows how to be good and warm people. A true extrovert she is!

@lovedalot

Жыл бұрын

I love her too

This just crystallized for me that AC is a stylist and an IT girl, not a designer. She should continue doing fashion TV and know her own place in the fashion world. We're not all designers.

@elgranjuanito817

Жыл бұрын

"We're not all designers." 👏👏👏👏 If only half of New York, London, and Paris Fashion Week were as honest as self-reflective as you are!

@understitchYT

Жыл бұрын

She had a great idea of style, and it *could* have translated if she got in early on it, then evolved as times did. But alas no

@pobstrel

Жыл бұрын

In the UK she was mainly known for presenting pop music TV shows.

@Atom.Storm.

10 ай бұрын

She freely admits that she's not really great at it but put together talented people to run a business. What;s wrong with that.

@kimnguyen1227

9 ай бұрын

I love the casual clothes she wore though! I don’t know why she didn’t make her style more accessible. Rouje is basically her aesthetic and is doing well.

I think the fact that Alexa already had a huge platform, a strong name, and external funding when she launched her brand, were actually disadvantages for her as a designer. She didn't have time to be a beginner with a small number of responsiblities, and learn from the experience before scaling her business, because her brand was born (relativelly) big. And (i belive) because of the responsibilities of keeping a medium sized brand alive, she wasn't able to focus on her education as a designer, or to figure out what her voice was in a low stakes situation. Being an it girl and having a signature style simply isn't enough for someone to build a whole fashion brand, let alone keep it affloat. If she had the time to actually become a designer before lauching a business, the trajectory of her brand would have been different.

@understitchYT

Жыл бұрын

Yeah I really agree

@maddieb.4282

Жыл бұрын

This is super perceptive and well articulated!

@jo_jo_jo

Жыл бұрын

That's exactly the opposite of what Victoria Beckham did. I've heard some interviews of her, where she explained that, after being a Spice Girl, she was too famous to launch a successful brand. She felt there would be a lot of pressure and didn't wanted it to be another starlette's cheap brand with no future. Therefore, she started calling friends in the industry for mentoring and spent a couple of years figuring out every single detail of management. Then, she proceeded to have her line.

@VeraCasaca

Жыл бұрын

​@@jo_jo_jo I was thinking of VB too. She took her time. Now look at her. Timing, hardworking and dedication payoffs. Go Victoria.

@lauroandrea3241

Жыл бұрын

"She didn't have time to be a beginner with a small number of responsiblities"....boom! On the nose!

With all that's been said I think the pricing strategy played a HUGE role in the brand's demise. They were making clothes that looked similar to her previous collections with other brands like Madewell. and even as you suggested, Topshop at a much lower price point, so why would people pay quadruple the price for something similar? This largely alienated her fans who had shown up to buy stuff in her past collections (sold out Madewell and M&S collections). Also, AC brand didn't really have a strong brand identity. What is the brand known for? Their bags? Their dresses? How would they attract the customer/the non-fans who can afford the clothes?

@lpgenie

Жыл бұрын

The Madewell 2010 collection was my favourite and the pieces look even better than most of what AC put out :P

@petekdemircioglu

Жыл бұрын

Looks like education matters! No education - no Strategy.

@petekdemircioglu

Жыл бұрын

People who Studied SOCIOLOGY Call themselves Strategists! And their “Strategy” is lies, manipulations, guilt manipulation and victim playing!

@muihweesim2539

Жыл бұрын

....... .

@dva5610

Жыл бұрын

Her stuff was cute and commercial but so overpriced. I mean she wanted £1k for a TRENCHCOAT. Lord have mercy

Wow. I'm a person that likes fashion. Knew her before but to be honest I didn't even know she had a fashion brand! Really thought that she was just another fashion influencer - so you're really made a good point about promoting more of the brand rather than her. That totally would've made some difference.

@understitchYT

Жыл бұрын

I really wish it did, there’s definitely a space for a brand exactly like this, I just think the look was dated when it released

I remember her being huge in the early 00s when I was in grade 12. She was always featured on MTV

@elgranjuanito817

Жыл бұрын

Yes, Alexa Chung--and Rita Ora! They were everywhere--every award show, movie opening, red carpet, and fashion show.

@andrefernandez5431

Жыл бұрын

You mean early 2010’s

@understitchYT

Жыл бұрын

Oh my God, yeah, it was so hard to escape her being in fashion magazines, on TV back then, she’s such an icoN

@anayelisoria37

Жыл бұрын

That's why her style stayed there and now it's outdated. People tend to stay mentally in the time they were more "happy".

@Neonrain08

Жыл бұрын

by early 00s you actually mean the late 00s right? early 00s in 2000-2004 alexa didn't get her mtv show till around 2009

She will forever be an It Girl for me. I love her style

@understitchYT

Жыл бұрын

She’s like one of the last it girls, definitely, I hope she stays important in fashion for a long time

I always assumed Alexa Chung was a socialite who had the right connections to get her on MTV and Vogue. I never understood why or how she got famous.

@coffeemug3009

Жыл бұрын

Same

@coffeemug3009

Жыл бұрын

She doesn't have any specific niche and all of the videos of her is merely abt her as a celeb, nothing abt her business or talent. I thought she is just popular for the sake of being popular.

@understitchYT

Жыл бұрын

She just was a host on a really big tv show back in the day and used that to leverage her own fame

@kimberlyperrotis8962

Жыл бұрын

Ditto, famous for being famous.

@gabooshi

Жыл бұрын

she conveniently got swept up in a lot of tumblr and tv show related hype, which has unsurprisingly faded since

I never understood why she was famous in the first place honestly

@pagethreemodel

Жыл бұрын

She has more of a right to fame than a lot of people these days.

@fakeaccount9383

Жыл бұрын

@@pagethreemodel no I was not shaming her or whatever. I GENUINELY have no idea how she got famous.

@jonrian7667

Жыл бұрын

@@fakeaccount9383 she was a model and then did TV presenting and then got into fashion design and stuff

@scorpioj3

Жыл бұрын

She's basically a mix of model, interviewer, and influencer.

@monikagwiazdowska8381

Жыл бұрын

Me either.

As a buyer, I can tell you she did a collection for Fall 23 with Barbour. I picked some of the pieces for my store, and can’t wait to get them in later this year!

@understitchYT

Жыл бұрын

The barbour was definitely the best designed clothes she ever did

I wish her all the best in her next ventures, the girl definitely has talent and an engaging personality

@understitchYT

Жыл бұрын

I certainly hope she continues to do well, very authentic individual

Like a lot of millennials I loved her style as a teenager and was excited when she launched her brand. I kept an eye on all the new collections but was a bit disappointed, some things were nice but I couldn’t justify spending £200 on a dress or jumper that was just ‘ok’. A lot of it would look good on Alexa or a 6ft model but not a normal person, no matter how rich. I do wonder how many people bought the purple latex-y mini dress in one of the later collections

@understitchYT

Жыл бұрын

It’s a shame really, because I think if she had gotten to the business when that style was beginning to get popular, they could’ve justified the higher price tag. But because it was so late, and affordable alternatives were absolutely everywhere, they didn’t stand a chance

@by_sha

11 ай бұрын

When you mean late…it’s like a whole decade late. I really wish she stayed in the collab track and just release bomber collection one after another without the restrictions of her own brand (ironic huh). And when I watched her channel the later effort during the early stage of pandemic I felt the despair that this brand is not going anywhere…still hope she will make a comeback somehow, with timely updates in her own style.

@32446

8 ай бұрын

Her price point was too high. If it was cheaper it would have opened up her market much more.

Her peak was 2008-2011 I was a teenager at the time and obsessed with her style, I thought she was the coolest person ever

@understitchYT

Жыл бұрын

Oh my gosh back then I thought she was everything, it’s so funny how times change

This is such a well-researched video, thank you for making it! ❤

@understitchYT

Жыл бұрын

Thank you so much!! Im so glad you liked it!!

She has been around for so long😵 it's insane!

@understitchYT

Жыл бұрын

And she still being herself, I really enjoy her as a person

@sararichardson737

Жыл бұрын

She had a good run. Allow her to bow out gracefully.

Could you please do a series on global high fashion middle market conglomerates? Especially the ones from Asia acquiring struggling European heritage brands? It’s a fascinating area that gets overlooked due to PR overdrive by LVMH and Kering.

@VioletFem

Жыл бұрын

That is a really interesting topic

@AR-cf9di

Жыл бұрын

Need to understand this more!

@understitchYT

Жыл бұрын

Like the family that owns Lanvin? I met the grandson once, he was surprisingly nice

@richardjackson0512

Жыл бұрын

Yes, Fosun (Lanvin), Onward Holdings (Joseph) , Sungjoo Group (MCM). Although I think trying to uncover what happened at Lanvin pre-Fosun starting with its relationship with Taiwanese businesswoman Wang Shaw-In would be interesting. The noughties were their golden era before social media, online D2C sales, etc. They were the hottest ticket in PFW. On a different note, I think it would be fascinating to see the business angle of why LVMH and Phoebe Philo parted ways after such a celebrated tenure having resurrected Celine with enormous artistic and cultural impact. Your videos are so educational for anyone wanting to go below the surface of fashion. I really appreciate it how you keep the critique of the product itself to a minimum and keep it focused on operations, an aspect that gets overshadowed by the vacuous, oh-so-fabulous commentary from one dimensional red carpet commentators.

Funny I saw this right after I watched a TikTok ofher at the Met Gala. She's still in fashion, but those 2010-2015 era of blogger fashionistas was wild. Though nothing is crazier to me than Tavi Gevinson going from fashion IT girl to being an actress playing a teacher on the new Gossip Girl and being in Sondheims Assasins.

@understitchYT

Жыл бұрын

She is still working in fashion, she still has a very successful career, she works with Vogue a lot, it’s just that her namesake brand did not succeed

@fatimateresa19

9 ай бұрын

I remember Tavi too. She started quite young writing for Vogue. I think she was like 13/14. But for some reason she’s never been more popular than that. Maybe that’s her choice.

As someone who lives in the US I don't recognize any of those British celebrities

@understitchYT

Жыл бұрын

I wondered if that would be the case 😂

Great video!! Would you be doing Victoria Beckham next?

@understitchYT

Жыл бұрын

Oh, I would love to, I really enjoy brand

I am a millennial and I remember her being a fashion it girl when I was a teen. I think she never outgrew her own style, which is fine, there are tonnes of people with whom their style remains the same as when they were in their early 20’s.

@understitchYT

Жыл бұрын

I agree, I don’t think that her continuing her style was a problem, in fact, it makes it seem authentic than anything else, but it’s just not the best for a fashion brand to stay stayed

such a well done video!! I would love to see a video on IVY PARK, especially with the recent news surrounding the brand:)

@understitchYT

Жыл бұрын

Oh that’s such a good idea

She should have gone the department store route, doing $30 to $100 pieces that were influenced by her style at Macy’s, Kohl’s, Bloomingdale’s. Sincerely Jules is a fashion blogger turned into a brand like this. I buy her clothes and quite like the style and quality.

@understitchYT

Жыл бұрын

I dont honestly know if even that would work, she was just too late, her look had already been commodified

@fc4660

Жыл бұрын

She collaborated with Marks & Spencer’s but the pieces didn’t transfer well on the hanger.

@pobstrel

Жыл бұрын

@@fc4660 M & S was such an odd choice for her style.

@punkqueen5664

Жыл бұрын

Sincerely jules is a boring,very poor quality clothing

This is so in-depth. Your work is so detailed, brilliant and insightful. Wow! Really happy to discover your channel.

@understitchYT

Жыл бұрын

Thank you so much, thats such a lovely compliment, I hope I get to read more of your comments again in the future 💕

I absolutely adorer her denim looks. I hope things work out for this label eventually.

@understitchYT

Жыл бұрын

Yeah I do too, there’s definitely space for this

@rhonnelsimms6550

Жыл бұрын

I saw her pieces and liked them.

I must start this by saying I am a huge Alexa Chung fan (she’s my dream bff) and I would’ve love to own some of her pieces and support her brand but the reality is the price point was just way too high. I feel for her, cause if you have seen any of the fashion documentaries she’s on she always talks about how much she wanted to be a designer and I certainly hope she tries again after learning from what seems to be quite a painful fall

@understitchYT

Жыл бұрын

I also have enormous empathy for her in this situation. It cannot be easy to have something youve dreamed of for so long to fall. But I do hope she learns from this, picks up and does something along the same lines again, even if its not a calendared collection

@aggieblanco

Жыл бұрын

@@understitchYT totally, and specially for such a public figure to fall in such a public manner must be so tough.

@correctgarden8634

Жыл бұрын

I remember going into a store and physically touching the clothing, and I was blown away by thee quality. And I know for a fact that for the quality it was, it would not have been able to sell for cheaper. I would've loved to have some of clothing from her label, but I couldn't afford it at the time, and by the time I could, it was gone :/ The clothes fit so well and felt so luxurious, purely bc of the quality and fit. I think she did a great job. Those pieces would be ones that would last you many years and you'd be able to pull them out and wear it bc they would never really go out of style. Classic but still fun. I think she did a fantastic job with the AC label. I think it just wasn't financially viable like a lot of other small ethical designer labels. Good fabrics and ethical manufacturing ain't cheap.

@hannaolssen668

Жыл бұрын

She should get a real education in Fashion Design before getting into designing again. For her and her future fashion careers sake

Huge fan of alexa but i live somewhere her brand didnt reach and i also couldnt afford anyway. I was really sad to hear about it shutting down before i could even own a piece! going to miss her youtube videos the most lol. Great video :)

@understitchYT

Жыл бұрын

She really was iconic back in the day

I absolutely love her personality, but she didn't need a fashion brand. She styles. For skinny people.

@understitchYT

Жыл бұрын

If she was able to evolve or translate her style more I think she wouldve been a good stylist

She’s lovely. I hope she continues to do her videos because I love her voice.

@understitchYT

Жыл бұрын

Thank you so much 💕

Ooooh i was a big fan of hers. I wish she had done more of the influencer thing so she stayed more relevant.

@understitchYT

Жыл бұрын

Yeah, that would’ve been really good for her personal brand

She is forever iconic! She is an influencer even before influencer was a word!

@understitchYT

Жыл бұрын

A true it girl, probably one of the last that didnt have social media to quantify their influence

@adamsapple7193

Жыл бұрын

Please don’t say the word “influencer”. Please stop!

@notnow7973

3 ай бұрын

I adore her.

I enjoy her very much but I didn’t think much of her clothing line. I think she is more of a personality and a style than a designer.I wish you had mentioned her association with the Deep End Club. I really love that velvet dress that I don’t know what happened to it.

@understitchYT

Жыл бұрын

If it cane out at the height of ger popularity I think it wouldve done so well, just too late unfortunately

@lauramason5667

Жыл бұрын

@@understitchYT She is still a lot of fun. And you can’t help it like her.

Many celebrities will do collabs with a brand, where the product created is a fantastic example of that celebrity's style, and it's usually down to the strength of their design department, rather than the skill of the celebrity themselves (the first couple of seasons of Fenty x Puma come to mind). So while I can understand the people in the comments saying Alexa "isn't a designer," I don't really think she had to be (or that she was ever really all that hands-on with the design process at all) instead, she should have hired a stronger team, that could use her as a muse but ultimately create a collection that was aimed at the future, rather than stuck in the past.

@understitchYT

Жыл бұрын

I think it would’ve been okay if she had a team. That would’ve helped her evolve the style, and evolve the business and brand as times moved on. Because it was her authentic look, I didn’t get to adapt to a more modern style in a way that a business would have needed to.

I love her fashion. She shouldn't have went the designer route. She should have stuck with talking to people and hosting things. She had a great sense of humor and was entertaining.

@understitchYT

Жыл бұрын

Or if she did go the designer route, she should have sought out a team of branding experts to help her evolve her looks to make the clothing not as repeated

@hannaolssen668

Жыл бұрын

@@understitchYT or gotten a degree in fashion

We need a video essay on the rise and fall of Paris Hilton for Samantha Thavasa 🥲😌😂

@understitchYT

Жыл бұрын

Omfg 💀💀💀💀💀

She was and still being my role model, I imitate her style, make-up and hair style. She really helped me to find my style

@understitchYT

9 ай бұрын

She was the it girl of it girls for sure

I missed out on buying the Alexa Chung pieces I wanted because they were not in brick and mortar stores, and I only saw them on Pinterest years after they went off sale.

@understitchYT

Жыл бұрын

You might be able to find them on ebay? I had another commenter say they wrre well made so maybe theyve held up well?

I believe this case only confirms that followers of an influencer do not equal potential customers. Only a fraction of people could afford and were ready to spend on her clothes, which I also see from comments here. All the rest probably were rather young individuals, trying to find similar styled items in mass market and looked up at Alexa for inspiration.

@understitchYT

Жыл бұрын

Oh there are A LOT of failed celebrity brands to prove that. Just having a celebrity name attached in no way makes a solid marketable product that consumers can return to. Even names like Rihanna with Fenty and Beyonce with Ivy Park cannot guarantee success at all

Appreciate the pro level analysis looking at both biz side and fashion side.

@understitchYT

Жыл бұрын

Tysm 🙌🙌

I remember coming home from school and turning on Its On with Alexa Chung on MTV. That’s how I learned about her. Always loved her personality

@understitchYT

Жыл бұрын

I also used to love watching her on TV and seeing how funny she was, that’s why I was so excited for this brand to do well, really was a shame

This is literally so funny considering I just bought her 2013 book at a used book sale for like $2 lol. If felt like reading a published Tumblr post 😂

@understitchYT

Жыл бұрын

Did you read it? Was it good?

@firewind3509

Жыл бұрын

@@understitchYT it’s okay, she weirdly references nazi fashion tho 🥴

@duv19286

Жыл бұрын

@@firewind3509 where in the book is that?

@firewind3509

Жыл бұрын

@@duv19286 It’s on page 36-37

@duv19286

Жыл бұрын

@@firewind3509 yikes, never noticed how bad that is considering the context of the film. Surprised an editor didn't catch that one...

Wow - I had no idea the YT channel was the AC brand, not AC the woman. I wondered why that channel disappeared into the ether. I really enjoyed it.

@understitchYT

Жыл бұрын

Yes, it was so heavily focused on her personality instead of the brand, that it was hard to distinguish that too, quite an unusual take for a fashion brand

I remember that one of the main critiques of this brand was the fact that it was made for very thin people... I don't remember what was there largest size, but people complained a lot about that. I live in México so I never got to see it in real life. I really like Alexa and I really wanted her to succeed in this

@understitchYT

Жыл бұрын

Yeah its a shame, i think that criticism wouldve been more prévalent if she was known to be inclusive, which rly was never her brand

A lot of this is really wearable and there are great pieces here, but you're right that the pricing paired with the lack of innovation really hurt the brand. I agree with other commenters that she should have worked with a department store or known brand (Uniqlo?) to bring her sense of style

@understitchYT

Жыл бұрын

Uniqlo wouldve worked really well for her brand actually

I think the problem of Alexachung as much as Fenty actually is relying on the celebrity itself. This is why Victoria Beckham and Olsen Twins of the Row were successful. Also, it's so weird that both of these 2 celebs have influential friends yet they never seem to wear their outfits. I think Fenty's sunglasses were super popular because you saw them on a lot of celebs and also these were more accessible price-wise to the public. Alexachung might be pricier but the quality is actually really good. I think Alexachung could've gone the Isabel Marant route, being the cool girl uniform though Isabel's popularity was organic. I think they should've also had a hero item. Those Sunglass Hut collab shades were really nice. I was under the impression the Alexa Chung KZread channel was mostly for Alexa. Like because Derek Blasberg, her friend, had a position on KZread so that's why she was persuaded to have one. Well now he's gone there too.

@understitchYT

Жыл бұрын

Unfortunately, a lot of those people do have brands, its very unnecessary. Relying on a celebrity status to sell a brand from conception all the way through decades is fruitless, celebrity status will never last that long. Having a brand that is separated from them as a person, like that Olsen twins, it’s much more smart for longevity

@alexandravalerious3274

Жыл бұрын

victoria beckhams brand is always in the news for being in the red tho? ive heard its constantly struggling and looking for investors

@08pixiedust

Жыл бұрын

I do feel like we need another "classic" designer. Personally, I think we're going to look back at fashion now and wonder what the hell we were wearing, because a lot of it is UGLY. I'm sick of everything being dated in just a few years.

@loosilu

Жыл бұрын

@@alexandravalerious3274 VB's clothes looks like crap on anyone fatter than a mop handle.

@loosilu

Жыл бұрын

Fenty's makeup line is a smash success because it's great.

The fashion industry is absolutely brutal. You either sell fashion art to the super rich or you sell everyday mall offerings to the masses. It's telling that many big names in fashion will rise to the very top to be sold to some conglomerate that uses the name recognition to sell cheaply made body coverings under the same name at low-end department stores. I can name a few designers who were feted at one time, whose names are on tags at items sold at Marshalls.

@understitchYT

Жыл бұрын

Yes, it’s never easy to make a successful business, and fashion is one of the most brutal industries thEre is

@sararichardson737

Жыл бұрын

Mathew Williamson is such a one. He was so hot./cool

@Cletus_the_Elder

Жыл бұрын

@@sararichardson737 Yes, and Perry Ellis, Donna Karan...and brief flashes like Wilke Rodriguez...The trick to longevity might be to withdraw and concentrate, rather than to expand and dilute. Paul Smith seems to be working that angle.

I need her to return to KZread

@mari5london

Жыл бұрын

Agreed! She's such an excellent presenter! I loved her videos...

@understitchYT

Жыл бұрын

She was a really talented presenter, I hope she didnt lose too much money from the business going down

I loved her style when I first saw her in fashion magazine during 2010 when I'm studying fashion as a freshman I always followed and inspired of her styling, it looks like making effort to look effortless. I wish her the best

@understitchYT

Жыл бұрын

Maybe her fashion will come back into fashion one day, or maybe she will evolve her fashion with the times

A true fashion designer actually works long and hard at actually designing. They know how to MAKE CLOTHES. And conjure up entire seasons of collections. Not just self promotion. Being fashionable, being stylish, or an influencer does not mean one is a designer. Not even close. Its WORK. Long hard dedicated often thankless work done by people who can not imagine doing anything else. She is many fab things. But she is not that.

They should have focused more on the shoes, they were always sold out, or I was always too late. For the rest, I liked it, but the cuts never suited my proportions or, like you mentioned, the prices were too high.

@understitchYT

Жыл бұрын

I think the price point would’ve been okay, if the clothes were more fresh perhaps

the common thread I see with Rihanna Fenty luxury brand and Alexa's brand is that they are not real designers, design it’s not about “choosing” a color, a fabric or having a style. Design is about having vision, a personal voice and of course knowing the craft plus some mistery magic on the creative side. Those are beautiful, stylish women that don’t have talent for real design.

@understitchYT

Жыл бұрын

I think that’s the real problem is that neither of these women had her own design point of view, they had a great style, and a great way of wearing clothes, but they didn’t necessarily have their own kind of you to put into the world

Great upload. I subbed to her youtube channel, and had no idea the label and KZread went together. It seemed more like a offshoot of her tv days than a fashion line. I remember thinking, the clothes didn't look bad, but not worth the $200 because you can find similar styles else where at cheaper price point. Covid was the final nail for her.

@understitchYT

Жыл бұрын

Yeah especially after that look had been around a long time and now had been made much cheaper by other more established brands

I just remember being 14, brutally hungover at my best friends house on the weekend tuning into T4 with Alexa and Vernon.. Good times.

@understitchYT

8 ай бұрын

What was that show called? Music something? I used to love that

@Kernowyon

8 ай бұрын

Blimey, there ware a few I remember her presenting, Vanity Lair, Popworld and Freshly Squeezed.. The mid 00's bring so much nostalgia when I think about them.

@sjanex

8 ай бұрын

I miss being a teen in the 00’s 🥲

That's funny, I remember a few of those KZread videos (dating French etc) but didn't even realise that they connected to her brand, or that her brand was still going. I only know she ever had a brand because I bought the cutest ever floral embroidered velvet boots from the label at Selfridges. I think the fabric was based off a suit that Mick Jagger had worn in the 1960/70s.

@understitchYT

Жыл бұрын

Did they hold up well?

@leeraewi

Жыл бұрын

@@understitchYT yes! The quality is actually very good. I'm not sure if this applies to all of their products, but these boots are great. They must have been part of that first AW season and I still have and wear them.

Please do a video about Mugler! I love their clothes and the story of the fashion house but would love to know more! Also I discovered your videos last week and I'm in LOVE! Great work ♡

@understitchYT

Жыл бұрын

I would love to do a video about Mugler, I didn’t love the latest collection, I liked the spectacle, but I didn’t really like the clothes. I’d love to see how it evolves

@gabrielbayer319

Жыл бұрын

@@understitchYT I'm in love with some of the outfits, but most of them where mote of the same. Looking forward to more!

@gabooshi

Жыл бұрын

​@@gabrielbayer319 right? it feels like they've taken this whole cut-out thing to heart and really made it the crux of all of their designs... it looked so innovative and special the first few times but as other brands have more or less copied them (and then moved on to other things) it's getting a bit tired

@gabooshi

Жыл бұрын

@@gabrielbayer319 but the casting was impeccable

@pobstrel

Жыл бұрын

@@gabooshi Agree. The lycra catsuits with cut outs have become stale. They need to do some tailoring which was always Mugler's strength beyond the showgirl/camp/sci-fi/fetish looks he was known for.

i loved the clothes and the vinatge inspired designs and the quality was amazing especially in the later years so i was really sad when it closed tbf never bought from them straight bc of the price and it didnt hold its value when sold on vestaire or depop

@understitchYT

Жыл бұрын

They certainly werent bad clothes, they were just competing with an image that had already been commodified by stores like topshop and h&m, I dont think she really understood her competitors well enough

First of all - amazing video and analysis. Secondly, I love Alexa Chung & find her style inspiring and fun even though it isn’t exactly my own. As others said, I had no clue her channel was her brand and not Alex the person! News to me! It seems that the timing of launch, identity, and vision, team, business model were all a bit too off for it to succeed. I’d love to know what she attributes it to.

@understitchYT

Жыл бұрын

yeah same, I would love to interview her about the company and why she thinks it fell, because she seems so clever Im sure she would have insight into what happened from a perspective I hadn't thought of. Really, so much about business and analysing business moves is understanding what *might* have happened, simply because a move can take a company either way, there are no definites in business, so it's always good to get a second opinion (esp if its from the owner) Thank you so much for the compliment too

Honestly some good pieces and I would reccomend a relaunch with a five year plan of collaborative collections only. Alexa Chung has great personal style and would cater well to styling musicians and their fan base. I could see a musical performance merged with a fashion show as a more avant garde way of showing the relaunch with the audience members bursting onto the stage in the collection. The collections previously show some solid promise and the security of an established designer could help raise Alexa's confidence in her own designs to develop. The challenge with the new is always the length of time it takes for a very healthy turnover to make a profit to keep investors happy. I would not give up hope on the idea of the brand but definitely consider a basics collection for 2024 and maximise the free social media platforms avaliable. Best of luck.

@stardresser1

Жыл бұрын

Styling musicians is actually really hard work, long hours, tons of driving, shopping for materials, shlepping, endless fittings and also criticism. It doesnt pay nearly what she would like or need to make. It is not as fun, or glamorous or easy as one might think. It can also be a great career but it is a CAREER. Not to be undertaken lightly. It can be as brutal as it is wonderful. Witness the recent and early retirement of the amazing Law Roach, who is truly brilliant. Styling can eat you alive. Not sure Alexa is up for that.

I’ll never forget her glaring at me outside of the Fuse station 😂 I only glanced in her direction and was obviously on my way somewhere

@understitchYT

Жыл бұрын

Oh thats such a shame to hear

It says Alex Hung on the thumbnail 🙃

@understitchYT

Жыл бұрын

Ong stop 💀💀💀💀 I had no idea 😂🤣

@Jfs07

9 ай бұрын

Jesus I just came to say that. Just imagine what my mind thought this was going to be about 😂

I think absolutely if she'd launched her brand now she could have capitalised on the indie sleaze revival! I also think a lot of her stuff works if you're Alexa Chung. i.e. it looks edgy if you're gamine. But if you're just an average mum it doesn't look too far off something Holly Willoughby might try and get you to buy from an order catalogue. Having said this I bought some of her platform shoes in a sale and they are well made, comfortable, and a classic, still bringing them out 5 years later. So it's a shame all in all the brand collapsed. Would I have bought them full price though? No. I loved the 70s mustard suit, waistcoat and pussy bow stuff of her last collection. But was all sold out. I think she could have just gone with a more daring choice, but smaller range. If she'd just been the go-to for 70s revival classics, but very well made and fitting, but a much smaller range, would have been better. The brand was a bit changeable and magpie-ish. Should have just stuck with some classics. Like Vampire's Wife. who basically sell one thing. With variations.

@understitchYT

Жыл бұрын

Yeah I mean youre totally right, if holly willoughby sold it ot wouldve had a very different vibe - still dated but at least the mums would like it

@tooothdecay

Жыл бұрын

I would just argue that the gen z crowd into the indie sleaze revival could not afford the price point. I totally agree with the point of edgy gamine, not many average gals posses that- vibe-- which is why she is and "IT girl" and maybe could be categorized as muse but not a designer.

@issymf

Жыл бұрын

I think you're right in that Alexa Chung seems lovely and I admire her talent and hustle but she definitely falls into the 'is it fashion or are you just tall and thin' vibe sometimes, which means pieces that look striking on her look very pedestrian on anybody with a different frame.

I never understood why she was even a thing in the first place.

@understitchYT

9 ай бұрын

She had such a vibe back in the day, really super cool and had obvious gravitas

@blktauna

9 ай бұрын

@@understitchYT I can't say as I agree. She looked/looks like every other so called It girl. She seemed to be a pretty good stylist but I don't get how that warrented so much personal exposure.

this editing style is absolutely perfect. what program do you use for editing?

@understitchYT

Жыл бұрын

Just the normal final cut pro 🥰

I think partly with Alexa's brand is that it was really her making clothes she enjoyed, theres a certain brand identity that is influenced by her interests and I think the trend timing was slightly off, I think everyone really got into streetwear/oversized which is the opposite of her brand but I do feel like we'll be moving back to things more her style soon! I think if the brand focused on making statement accessories like an Alexa Bag they would've had better successes! I saw Mulberry has an Alexa bag so I'm surprised she didn't do more with her brand because shes all about accessorising

@understitchYT

Жыл бұрын

Yeah, I could really see her making amazing bags, especially if she was able to get her Mulberry contacts to help her with finding a factory, they could be great quality as well. But, you’re so right about fashion just being too late for the changing tides

Almost every single piece !!! ... of her several collaborations with barbour is stunning !

@understitchYT

Жыл бұрын

Yes, I really liked her collaborations with barbour, I would be interested to see if they continue to do it in the future

@liebingf

Жыл бұрын

@@understitchYT me too ... I guess barbour will continue this successful collab.

There is also something to be said about the actual necessity to bring a new product onto the market. The person behind it might be well-respected, have a great awareness and relationship with the industry and with their audience... yet still not have a knack for bringing in something new that hasn't already been done before (of course everything has been done before, it is just a matter of presenting in a way that feels fresh and authentic to the brand's DNA while also getting the timing right!!). The niche that Alexa was trying to fill with her brand was already being filled by many others, and especially with the growing landscape of young and creative designers she begins to feel more like an influencer-veteran than somebody who people are excited by. From an environmental standpoint, there is SO MUCH clothing out there already that it becomes imperative to consider why her product specifically even deserves to be put in production... while the buzz surrounding her brand was pretty legit a few years ago, it has rendered itself irrelevant in this fast-paced (sometimes dissapointingly so) 2020s reality.

@understitchYT

Жыл бұрын

Yeah, I agree, not every celebrity needs to diversify into retail. We are already inundated with celebrity lines from Harry Styles to people like even the royal family, who have biscuits. It’s very much oversaturated and quite frankly boring at this time, I don’t know if I want to see another celebrity release something new again for a very long while, I just have no need for more stuff I don’t need

I have the pale blue raincoat. I bought it online last week and been trying to get it for ages. Its practical but very stylish. It seems well made and is striking. Get loads of compliments. I love it ❤

@understitchYT

Жыл бұрын

What is the construction like? Im dying to know

@sarahh3061

Жыл бұрын

What I would say is its a size 10 and it seems pretty big, I was hoping would be slightly more fitted bit we move ;) 70% cotton 30% polyurethane the stitching is pretty impeccable in my opinion. It has pockets (which I love) and a hood (so many womens jackets lack this and I live in the UK where you get rainy spells quite a lot) which is why I wanted this jacket so bad. It has an almost duct tape appearance over the stitching on the inside to enhance water proofing. It looks quality and not cheap. I hope that helps :)

@understitchYT

Жыл бұрын

Oh so it’s bonded seams, that’s good, a proper raincoat. It sounds almost like you’ve got a stutterheim like coat

@sarahh3061

Жыл бұрын

Yeah I think so :) I also wanted one that cinched in at the waist, I'm not really a fan of the coats/jackets that swamp you/make you look massive so it ticks a lot of boxes for me :D

At the simplest level - it all looks like Zara. But triple the price.

@understitchYT

Жыл бұрын

Omg not zara 💀💀💀

@08pixiedust

Жыл бұрын

But not fast fashion, at least.

the thumbnail saying Alex Hung is crazy

@understitchYT

9 ай бұрын

Crazy good times 😜

Her brand feels french to me, and i loved her brand more than rouje.

@understitchYT

Жыл бұрын

Really? I always thought it looked like an old coachella look 😂

I remember her . She was everywhere back then. I never knew why she was soo famous. She was like an English socialite. I also knew many girls that liked her style a lot.

@understitchYT

9 ай бұрын

She started as a presenter, thats how she really got famous, but really her staying power was down to her connections and uniquely solid ability to put people together. A unique talent, one thats not recognised by many industries, but uniquely important in fashion where everything is so incestuous, gatekept and remote at the same time

@fatimateresa19

9 ай бұрын

@@understitchYT Thanks. I did not know she was a presenter. Yes , I knew she was a socialite and I remember I was always surprised she had friends from all walks of life.

i guess i dont know much about fashion or maybe im too much of an alexa fan but i found all of the pieces shown in the video lovely and would’ve bought most if not all of them lol but it’s an interesting video that gave an insight into the more designer/business side of things ❤

@understitchYT

Жыл бұрын

I actually agree that the fashion was really enjoyable, there is definitely a place for it, but unfortunately she got to the brand too late, I think if she ran a slightly different business with the same aesthetic, it could have succeeded, but the timing was just off

Please make one about Luella Bartley! Love your channel ❤️

@understitchYT

Жыл бұрын

Is her career in fashion still going? Im more familiar with her husband David Sims if Im honest

@garlandsss

Жыл бұрын

@@understitchYT I believe she still has a brand in collaboration with accessories designer Katie Hillier, called “Hillier Bartley” founded in 2015 after Marc by Marc Jacobs closed.

I didn’t know about this fashion line! I would have bought from it

@understitchYT

Жыл бұрын

Back in the day I wouldve loved it, just came in a bit too late imo

Such a well done video. !

@understitchYT

Жыл бұрын

Thank you so much 🙌

I agree with most comments on here, about Alexa essentially being a great stylist and fashion It-Girl but not a designer. There's an additional thought I have - a lot of the wonderful outfits she puts together are great for HER. For her style, her personal brand of charm and wit, and her own way of carrying herself. It all makes the look. The idea that she can then just replicate that for someone by telling them what to wear is also simply not enough. She has a great eye, and is blessed with a cool/quirky/charming "aura" that is just hard to replicate. I mean - if it were so simple, all of us own navy jumpers, jeans and a pair of flats. Even if these key pieces we own were expensive, or of a wonderful cut and fit, not all of us look that cool wearing such a simple outfit. Alexa was/still is a celebrity. She started a brand after lots of collaborations - many of which were successful. Her mistake was to equate successful celebrity collaborations with cash going directly to her if she went solo. I really love her style and her wit, but sadly... the biz world doesn't work that way.

@understitchYT

Жыл бұрын

yeah pretty much, I agree very much that she, much like many celebrities, equated the success of a celebrity collab to a guarantee that her own line would succeed. but theyre very different, as she, much like many celebrities, paid the price to learn

@ffflyin

Жыл бұрын

@@understitchYT Yup! Thanks for your videos btw. All so interesting to watch and learn from :)

I actually LOVED her pieces and still have a few in my wardrobe

@understitchYT

Жыл бұрын

Oh so theyve held up well?

Can we have a fashion it-girl that is a normal size person, like an American size 8 or 10.

@understitchYT

Жыл бұрын

Try Naomi Watanabi, her style is unmatched

@shutitdown7069

Жыл бұрын

@@understitchYT that’s not a normal size either, she’s obese. I’m a size 8/10 and I’m slim/normal, I guess, not incredibly skinny like Alexa, so I think this is what Jen was referring to as well, an average person lol

@understitchYT

Жыл бұрын

@@shutitdown7069 hmmm yeah I see what you mean, we dont have anyone in that mid space between very skinny and obese, at least I can't think of one off the top of my head

Can you do Marzia’s Mai collection? Even if it’s not about clothes, I’d like to hear about your thoughts on how her business was doing.

@understitchYT

Жыл бұрын

I had to look her up, is she a KZreadr?

547 comments and NO ONE ADMITTED she stole whole style and vibe from Jane Birkin …

@understitchYT

Жыл бұрын

there are, excuse me, five-hundred and fourty seven comments? omg, I feel very fancy now 💅

@m.ericsson7362

7 ай бұрын

Exactly , I was going to say that too....she stole the style she's famous for from Jane Birkin

Honestly she was only really reverent during the hipster craze. Now that people are over that, she has just become a-bit irrelevant. I think that celeb named brands are tacky regardless of the celebs name. I’m not surprised the row has done so well since the Olsen's have dissociated their original brand identity. Alex Chung comes into the deli in london I work at the weekends and she’s so innocuous. I look at how she dresses and it just how everyone else dresses in east london.

@understitchYT

Жыл бұрын

Yeah, I think that’s really the issue, she had a nice look when it was popular, but it just didn’t evolve with the times

@kimberlyperrotis8962

Жыл бұрын

The Row is associated with the Olsens?

@flovita

Жыл бұрын

@@kimberlyperrotis8962 yes they created it

I liked a lot of her outfits back in the 2010s but even her personal style felt "old" by the end of the 2010s. And I say that as someone who likes a lot of her style but also as someone who realizes that fashion has moved on...

@understitchYT

Жыл бұрын

Yeah its such a shame her style didnt evolve with the times, she feels a little stagnated now

@katiechasm

Жыл бұрын

She said she's friends with the Staud people and that brand also screams dated millennial fashion to me -- the boxy menswear high neck shirts, super simple and minimal designs like plain a-line miniskirt, plain squareish bags, big eyebrows, etc. (I'm a mid millennial but it's hard not to notice that clothing has gotten a lot more decorated/feminine/maximal recently). great video thanks

omg did you do this cause i mentioned this in a comment!? if so i love you

@understitchYT

Жыл бұрын

Maybe, you never know 😜😜

ooo, this was difficult to watch. made my heart sad for her. ive always loved her style & was so excited for her brand. hopefully my favorite IT girl & her team will return again with some new & exciting designs...or at least I hope she brings back her videos; she has great style & a darling personality. I miss them.. She may not be looked at as a "designer-designer", but she had a fun vision. I did really enjoy these few seasons. I liked most everything & really was into the dungarees & jumpsuit looks. xx

@understitchYT

Жыл бұрын

She definitely had a good vision for the time, and I think I business structure wasn’t too bad, I was just too late when it was. If they had started early, they would’ve been able to evolve when and where it was appropriate over time, it’s just a shame

I loooooved her style in the 2010s and was very invested in her and Alex Turner's relationship as a cringy Tumbler user. I think she's going to have a comeback soon since the 2010s styles are coming back.

@understitchYT

9 ай бұрын

I am learning more about her love life than ever before thanks to this video 😂

Please make a video about Christian Lacroix. In my opinion he is one of the most talented designers, but he closed his fashion house because of the lack profit

@understitchYT

Жыл бұрын

He was absolutely incredible, a genius, it’s a real shame that his business folded

I think AC clothes looked good on Alexa Chung. 2017 was when BBLs and slim-thick bodies were starting to appear everywhere. The gamine/androgynous look was on the back burner for some years after that. Its funny that they just officially closed, now that ultra slim bodies are back in fashion. I could see Emma Corrin as the face of this brand similar to how they are representing Miu Miu, this clothes would look great on Keira Knightley, Zendaya, Hunter Schafer, etc.

@moustik31

Жыл бұрын

I was thinking, she should have done a collab with Emma Chamberlain back in the day. She managed to get big in the midst of that era and her audience might have liked the outfits.

@casper7319

Жыл бұрын

​@@moustik31 that honestly makes a lot of sense, and that would have been right before she signed with Louis Vuitton

@mimil4337

Жыл бұрын

you have a point but this definitely started before 2017, I'd say 2015.

Ooo that last collection was 😍

@understitchYT

Жыл бұрын

Yeah its a real shame it didnt get to evolve with the times, Id like to see what it would be doing now if it was able to

I adore Alexa. I could watch her videos all day long. However, the impact of private equity money (and their decision-making power) cannot go overlooked. Who you partner with for money and the control you give them is everything. They take the lead on brand strategy with their people and consultants. Alexa has such a strong curated sensibility, but the collections don't have that feel. Ironically, the Barbour collection did, which contributed to its success. I will continue to support her in future endeavors and hope her next concept has the same authenticity that shines through in her videos.

@understitchYT

Жыл бұрын

I agree, very heavily, he partner is such an integral part of the brand, that most people just have a look. It’s Ian from brands, like Christopher Kane, Alexander McQueen, John Galliano, how important those people are

She was extremely popular in the 2000’s . Don’t know what happened to her and her brand. She mixed with the elites and top celebs in the uk. These celebs need to mix and do more social media

@understitchYT

Жыл бұрын

I think possibly, she’s a little late to the social media game, I’m surprised she doesn’t have more of a online strategy

I used to loveeee her and I still follow her, but don't really keep up with her in the news. I am American and she definitely introduced me to many British celebs that I didn't know about so I feel like I know her circle of friends well lol I was surprised and did feel sad for her when her brand closed

@understitchYT

Жыл бұрын

It was like the non-youtue brit crew hahaha

I feel like some random person decided she should be famous and then proceeded to stuff her down consumer’s throats

@understitchYT

9 ай бұрын

I think she did that herself, and hD the connections to make that happen

2020 to 2022 was unavoidable for small brands and it’s unfortunate that Alexa and many others went out of business.. it doesn’t matter what the collections or products looked like, under normal circumstances this business and many others would still be running

@understitchYT

Жыл бұрын

Even if it would be still running, I don’t know if it would be as profitable as it should’ve been, if she started the company earlier, or had a more desirable aesthetic to it

@crazylittlepartytifs

Жыл бұрын

@@understitchYT well you've attributed the closure of the business solely to the aesthetic as a matter of personal taste

It’s FASHUNDAY and you’re watching Understitch✨

@understitchYT

Жыл бұрын

YEAHHHH KINGLYYY

Alexa Chung continues to inspire my style to this day

@understitchYT

Жыл бұрын

She has such a vibe, I respect that

I’m so happy you worked on the vocal fry

@understitchYT

6 ай бұрын

🤍

I do appreciate having a vision and a drive to create a brand with such a concrete aesthetic. It’s a shame it didn’t work out, but she’ll be alright.

@understitchYT

Жыл бұрын

Yeah it really is a shame, but it wS just a smidge too late, and that was enough to kill the brnad

Tbh I really wanted to own some pieces, even now some garments from past collections are current or are things that I would totally wear right now. Alexa is the original it girl, her style has always been chic, simple and kind of timeless (?); for example, if you look back the mary janes that she wore back in 2010-2012, they are becoming quite popular now.

@understitchYT

Жыл бұрын

Anything is timeless if you have personal style, and she does, she really has a personal style that she has stuck to for years and it works for her. But to expect the masses to endlessly follow your style without evolving it is a bit foolish

@veronicamoravega7754

Жыл бұрын

@@understitchYT Totally understood that, and it's unfortunate that the brand was unable to do that, I do think it's kinda difficult to be able to continuously come up with fresh and new designs while trying to keep and essence to the brand. Even more when she knows her personal style so damn well.

@understitchYT

Жыл бұрын

@@veronicamoravega7754 it doesnt always have to be totally fresh, its just an incorproation of a new collar or bag into the codes of the house, or something similarly small can help evolve a brand withoug rebranding entirely

@veronicamoravega7754

Жыл бұрын

@@understitchYT yes, I see your point. Btw I really liked your video, like I said I’ve always been a fan of Alexa and her style, it's a shame the brand couldn't work out.

This was a great video! Just a small suggestion, I found your voice to be slightly inaudible and difficult to catch what you were saying. I had to switch to subtitles, and if you could maybe check into the audio, it would be great!

@understitchYT

Жыл бұрын

Ok thanks!

I really liked her KZread videos! I don’t think I even knew who she was or why she was famous before them, but I wish she still made them

@understitchYT

9 ай бұрын

I guess she just got too busy with her role at vigue