#Obsessions: Alexa Chung

​Remember when Victoria Beckham, more commonly known as Posh Spice, ditched pop music for a career in fashion and everybody laughed? Well, here’s another celebrity career shift that may also raise a few misdirected titters. 

Alexa Chung, the street-style darling, model, television presenter, contributor to British Vogue and all-round lifestylista, is about to launch her own fashion line at alexachung.com. Its logo is hip and contemporary, being one word rendered in lower-case letters, but so far the style of the clothes remains elusive. If the fashion Chung designs is like the clothes she wears, expect a surfeit of Victoriana, schoolgirl satchels and cheeky flat shoes that are impossibly chic.

To her new business, Chung brings impeccable chops. Her dad, Phil, is a now retired Hong Kong graphic designer – her mum’s British – and she has previously fronted advertising campaigns for luxury or high-street brands from Mulberry and Longchamp to Marks and Spencer. Chung has used her insouciance and singular wit to help move products with great success, and we’re about to find out if the public warms to her own designs.

Kiko Mizuhara, this month’s #legend cover star, was once asked in Tokyo to name her favourite thing in the world that began with the letter A.

Yes, you guessed it.