In our social media-obsessed world, It-girls have become as common as iPhones; it seems like every day there’s another multi-talented twenty-something trying to claim the crown. In many ways, Alexa Chung belongs to the last group of It-girls who built their fame outside of social media. From TV presenter to front-row favorite, brand founder to author, Chung knows a thing or two about reinvention. Yet the cultural relevance she has maintained over the past two decades has always felt true to the dry-witted fashion icon who first got her big break on Channel 4’s Popworld back in 2006.

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While Chung’s career has constantly evolved, her distinctive personal style has stayed the same—and has inspired a generation of fashion girls who came of age in the 2010s. That clear aesthetic vision comes through in Chung’s first collaboration with L.A.-based fashion brand Reformation, which launches tomorrow.

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Reformation x Alexa Chung Valentine coat
$428
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Reformation x Alexa Chung high rise straight leg jeans
$178
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Reformation x Alexa Chung Radziwill dress
$398
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Reformation x Alexa Chung Event pumps
$298
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“I always start with my own wardrobe first; what I feel on a personal level that I’m missing or dreaming about,” Chung says of building the collection. “Vintage shopping, which has always been a pleasure for me, is also inspiring. I went to Rockstar Boudoir in Crouch End and found this beautiful 1930s velvet coat. I love the kind of elegant eveningwear that feels slinky and luxurious, but you can still style with denim. I think this set the tone. If this collection had a time, it’s 9 pm, you’re with the girls, and it’s cocktail o’clock.”

In many ways, the 30-piece collection is a “This Is Your Life” of Chung’s fashion archive. There’s a double-breasted camel coat that recalls one she wore to London Fashion Week in 2012; a pair of knee-high, block-heeled boots, reminiscent of a pair she wore to a Prada party in 2020; a lace-trimmed cocktail dress not unlike a butter-colored slip she styled under a wax jacket to Glastonbury in 2024. And then there are the logo tees and high-rise, straight-leg jeans—the kind of unassuming yet inexplicably cool basics that have become Chung’s sartorial signature.

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Reformation x Alexa Chung Patti leather jacket
$748
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Reformation x Alexa Chung Patti leather slip skirt
$628
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“It’s handy that I’ve always loved classic things, and it’s not like I’ve been ultra experimental with trendy items,” Chung says of building a wardrobe that has stood the test of time. “There’ll be anomalies in there, but ultimately, I love men’s shirts, classic 501s, navy-blue jumpers, ballet flats, a sensible bag. All the things I’ve always adored, and still do, are timeless, which, I guess, is what makes them timely.”

The collection is sure to satisfy Chung’s millennial superfans; however, the resurgence of the indie-sleaze aesthetic—which has seen a whole new generation embrace the biker jacket and band tee vibe that Chung became known for in the 2010s—will no doubt draw in a younger crowd. What does she make of the comeback? “It brings such a smile to my face, because for a while there, I thought that it had all died out and no one was going to plug the amp in ever again. Although people don’t really use it as a tribe signifier anymore in the same way that we did. I don’t think it’s a full faithful rendition of the ‘Hedi [Slimane] boy.'”

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Reformation x Alexa Chung Legacy gown
$428
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Despite her success, Chung admits she’s nervous about the collection launching: “I really hope people like it. I’ve done collaborations before, but they were in very specific categories, and this one has the chance to reach more people,” she says. “What I love about Reformation is that it sells everything, which is really fun, but it also makes it more similar to my own brand. And I think that’s why I’m nervous—I hope I’m appealing to everyone, not just myself.” Something tells us it will be a surefire hit.

Shop Reformation X Alexa Chung with Vogue a full 24 hours before it launches on reformation.com on October 5th.

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Reformation x Alexa Chung Carolyn skirt $248 REFORMATION
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Reformation x Alexa Chung Pepo jacket $348 REFORMATION
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Reformation x Alexa Chung Hug sweater $248 REFORMATION
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Reformation x Alexa Chung Pony slippers $298 REFORMATION
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Reformation x Alexa Chung Slogan tee $78 REFORMATION
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Reformation x Alexa Chung Nora sweater $448 REFORMATION
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Reformation x Alexa Chung Carrie set $298 REFORMATION
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Reformation x Alexa Chung Cassie trench $348 REFORMATION
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Reformation x Alexa Chung Daisy dress $248 REFORMATION
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Reformation x Alexa Chung Phenomenal boots $548 REFORMATION
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Reformation x Alexa Chung Cassie trench $348 REFORMATION
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Reformation x Alexa Chung Red Carpet scarf $98 REFORMATION
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Reformation x Alexa Chung Pepo jacket $348 REFORMATION
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Reformation x Alexa Chung Shimsham bag $298 REFORMATION
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Reformation x Alexa Chung Dude shirt $128 REFORMATION
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Reformation x Alexa Chung Gere trousers $218 REFORMATION
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Reformation x Alexa Chung cocktail dress $248 REFORMATION
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Reformation x Alexa Chung Red Carpet scarf $98 REFORMATION
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Reformation x Alexa Chung Gentlemen’s coat $498 REFORMATION
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Reformation x Alexa Chung Bondage bag $598 REFORMATION

Frequently Asked Questions
FAQs Reformation x Alexa Chung Collaboration

General Questions

What is the Reformation x Alexa Chung collaboration
Its a limitededition clothing collection codesigned by sustainable fashion brand Reformation and British style icon Alexa Chung

When did this collection come out
The partnership launched in 2024

What kind of clothes are in the collection
Mostly everyday wardrobe staples with a vintageinspired twist think slip dresses knitwear tailored jackets denim and feminine blouses

Who is Alexa Chung
A British model TV host author and fashion designer known for her Itgirl style and her own brand Alexachung

Why did Reformation team up with Alexa Chung
To combine Alexas signature style with Reformations focus on sustainable lowwaste production

Shopping Sizing

Where can I buy the collection
On Reformations website and in select Reformation stores Some pieces may also appear on resale sites later

How much do the pieces cost
Prices generally range from around 100 to 400 depending on the item

Does it come in extended sizes
Reformation typically offers sizes 022 though availability varies by style Check each product page for specifics

Will the collection be restocked
Reformation drops are often limited Once something sells out its usually gone though occasional restocks happen Sign up for email alerts to stay informed

Can I try pieces on instore
Yes if your local Reformation store carries the collection Availability varies by location

Sustainability Materials

Is the collection actually sustainable
It follows Reformations standard practices deadstock or lowimpact fabrics traceable supply chains and carbonneutral shipping Its better than fast fashion but no clothing is 100 sustainable

What materials are used
Expect a mix of organic cotton deadstock fabric recycled fibers and some wool or silk blends depending on the piece

How should I care for these clothes to make them last
Wash cold air dry when possible use a mesh laundry bag for delicates and follow the care label Proper care extends a garments life and reduces its environmental impact

Common Problems Practical Tips

The item I wanted is sold out What now
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