Putting it simply, Alexa Chung designs clothes that you want to wear. It doesn’t come as a big surprise that the woman who spent most of the last decade being hailed as Britain’s biggest It girl has created a collection that straddles the line between fun fashion and ‘proper’ fashion. We don’t all have a model figure, but the clothes really do cater for everyone. If your legs are your favourite feature, try the tan safari mini skirt – the tortoiseshell clasp belt gives it a polished finish, and it would look great with a fun slogan tee. If low-key is more your thing, then it’s time to get excited as 2017 is officially the year that you can wear corduroy to a party or a mohair jumper to dinner without anyone batting an eyelid – and we largely have Alexa Chung to thank for it. There is a lot of Chung’s personal style in the collection, but it won’t alienate anyone; everything is still super-accessible and wearable. In fact, one of our favourite things about the brand is that the sense of effortlessness that she is famous for is definitely present, but not at the expense of quality or design.