Following the outstanding success of the ALEXACHUNG debut in May, this August the brand will reveal over 100 pieces from its new collection consisting of RTW, shoes and jewellery.

“PROM GONE WRONG is the moment of disaster. When something terrible happens and it happens in slow motion or you suddenly you have heightened senses or awareness.” – Alexa Chung, Creative Director ALEXACHUNG.

The mood of the collection draws inspiration from both the beauty of Wuthering Heights and Stephen King’s 1973 novel Carrie, a story centered on the idea of revenge, torment and the power to hurt and horrify. Prom Gone Wrong is built upon the juxtaposition of something terrible happening and your perfect moment combined.

Alexa commented “I was looking at debutante ball images and Tatler parties in the eighties- silks, taffetas and ballerina skirts. Pretty much your prettiest moment so elegant and feminine and then you’ve got crappy old socks on or an ambulance blanket wrapped around you”. Expanding on the idea of a Cinderella moment when at the stroke of midnight your perfect party dress dissolves into tragedy.

The collection comprises of feminine design details such as fitted frills, floral embroidery work and shoulder bows contrasted with masculine tailoring, varsity jacket combinations with oversized sweaters.

Fabric choices reinforces the contrast between masculine vs feminine with crushed satins, daisy embroidered velvet, georgette gingham and taffeta mixed in with casual plaid wools and sweatshirt jersey, creating an alluring combination of prim and rock n roll, where frivolous party pieces interact with grown up tailoring and classic silhouettes.

Hero pieces from the collection include a velvet tuxedo suit embroidered with colourful daisies, a satin mesh waisted maxi dress, a floral sequin embroidered tunic dress and trouser combination in crushed velvet, ballerina dresses and a rainbow striped tracksuit.

The heartbreak of the collection is echoed in graphic tees emblazed with slogans such as ‘Lonely Hearts Club’ and ‘Boy Crazy’ whereas the varsity jacket, a Classic American high school staple is reworked in 70s corduroy, capturing the youth and nostalgia of the collection.

Price range from slogan tees at £75 – to oversized trench coats at £780 instantly available to purchase at over 60 leading global retailers including Colette, Galeries Lafayette, Mytheresa, Boutqiue 1, Tsum, Matches, Selfridges and Net-a-porter as well as the brands own e-commerce site ALEXACHUNG.COM