In this capacity, Chung will ‘promote British fashion design talent to a global market,’ the BFC said in a release.
‘We’re delighted to announce this role for Alexa,’ BFC CEO Caroline Rush said. ‘She is hugely influential in both the fashion industry and to the wider public, who have voted her as winner of the British Style Award at the British Fashion Awards for two years running.’
The appointment formalises a role that Chung has fulfilled on an unofficial basis for years. Wearing designs by Christopher Kane, Burberry and Mary Katrantzou for high-profile events and hosting gigs boosts awareness of British fashion to an extent few other figures can.
‘Brits aren't afraid to experiment or take risks with how they look, perhaps that's why London has always been home to the most dynamic and daring designers in the world,’ Chung said.