Which habit can’t Alexa kick?

Shopping is a self confessed habit that Alexa Chung just can't kick

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The style sensation arrived fresh from Texan music festival SXSW this morning to apply herself at the unveiling of the British Designers Collective store at Bicester Village.

During the unveiling of the store, which sells cut-price pieces by designers including Peter Pilotto and Preen, Chung certainly seemed at home in her new role as Young Style Ambassador for the British Fashion Council, admitting that when it comes to shopping, she just can't help herself.

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"It’s a terrible habit that I can’t kick," said Alexa, legs tucked underneath her on a sofa in the VIP interview room. "At the moment I’m living in New York so that affords me the opportunity to buy a lot of good vintage clothes, there’s more available there at a lower price. I treat myself to designer clothes when I want to invest in things that will last a while. For things I just want to use as basics, or to brighten up my wardrobe, then I’ll try and find them in vintage places."

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Chung was appointed BFC ambassador during the recent February edition of London fashion week and will now lend her support to British fashion initiatives.

“I genuinely think British designers make some of the most brilliant and innovative clothes out there," said the ELLE style icon wearing a Bella Freud top and brocade Celine skirt, “and I’m British.”

When it comes to plucking out her favourite designers, Alexa says she is spoilt for choice. "The [London fashion week] shows we just saw were amazing. Christopher Kane, Erdem, Mary Katrantzou – there’s this new rush of talent that’s really worth stopping by for; if that is now the standard we've got, then hopefully it will encourage even more talent to grow out of that. I’ve got my Bella Freud jumper on today and I really love her things, Christopher Kane is my go-to now, as well as Chanel. He [Kane] has got a sense of humour, and designs interesting clothes, clothes that aren’t just pretty, but that have a different message."

With her new ambassadorial role and a desire to wear clothes that possess a deeper message, are we interviewing a new grown-up Alexa?

"Supporting young British designers is important to me." She said, "I feel like my role has grown-up a bit."

This year’s British Designers Collective store at Bicester Village will run from 21 March for a limited time only.

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