Alexa Chung’s fashion brand ‘struggling after losing almost £2.3m’

Alexa Chung’s fashion brand is seemingly struggling after losing almost £2.3 million since launching three years ago.

The former T4 presenter debuted her self-named collection in May 2017, but it’s now been reported the company behind the label has been going through a tough time.

Documents filed with Companies House, show that for the tax year starting April 1 2019, Alexa’s Alpha Charlie Limited had a deficit of just under £2.3 million.

The papers, first reported by The Sun, also state the company’s directors “prepared a three-year plan nd the company’s shareholders invested a further £1.7 million in the company,” before adding: “Further funding has been raised in June 2020 to support working capital.”

The documents went on to state the coronavirus outbreak has had an impact on “cashflow requirements” but added “the lasting impact of Covid-19 is not expected to have a material impact on the business…”

Alexa Chung
Alexa Chung started her own fashion brand three years ago

Mirror Online has contacted a representative for the brand for comment.

The brand features collections of jumpers and dresses all around the £200-£300 mark, while coat prices rise to around £950 for a leather trench.

A statement on the brand’s website describes the ALEXACHUNG line as making “clothes that reflect the iconic and discernibly British style of Alexa Chung”.

It adds: “At the heart of the brand, Alexa’s vision: to create clothes that people want to wear.

She previously designed a collection for M&S

She has moved into fashion in recent years

“Drawing inspiration from the world of music and vintage style ALEXACHUNG injects an inherent British irreverence and wit into its collections.

“It is inspired by everything from Jane Birkin’s insouciance to David Hockney’s stripy sweater.”

Alexa started off as a teen model before turning to TV presenting, hosting PopWorld and T4 for Channel 4.

She left the channel in 2009 to pursue a TV career in the US and later collaborated with high street giant Marks and Spencer to launch her own collection.

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