Nine years ago, Alexa Chung was at London fashion week as a Mulberry muse, watching from the front row as the £750 Alexa satchel named after her starred on the catwalk. This weekend she is back in a different guise, taking her first bow as a designer, when her Alexachung label takes to the catwalk in Bloomsbury on Saturday morning.
It is all change on all fronts at London fashion week. A shake-up has resulted in the most radically different schedule in years. Chung’s debut is followed by the first London catwalk show by Victoria Beckham, a trophy transfer from New York fashion week. Monday will be dominated by the debut at Burberry for Riccardo Tisci. The multi award-winning fashion designer, with a cult following and an appetite for controversy, has promised to reinvent London’s biggest luxury brand – a reboot with the potential power to change what British fashion stands for.