With apologies to Amazon, the real Alexa is nota tiny home robot. She's a very human woman, height 5'8", passport British, last name Chung. And though she, too, can curate a killer party set list, this Alexa isn't wired for your "Play Phantogram!" commands. Instead, she's busy powering her fashion empire, a year-old namesake brand with worldwide distribution and cry-for-it denim.
In an old house in Paris that was covered in vines (really), we met the sorceress of street style trends to discuss her first year as a business owner, and also Cole Sprouse. (What? You would, too.)
You've been the creative director of your own line for almost a year. What have you learned about being the boss of a fashion company?
So much was about timing. One thing that was difficult for me to learn was that even though we design nine months in advance, we couldn't get real feedback—that is, feedback from actual shoppers—until now. We were shooting blind for the first four collections—"This is cool; let's make it!" Now we have data because we can see how people are shopping, which is really cool and also a massive help. Also, I have more of an understanding of everyone's role in the team. When we started, I didn't really know we'd have a fabric developer, a head of production, sales people, whatever. Obviously, my CEO [Edwin Bodson] knew exactly how to put a team together, but I was like, "Hi, I'm Alexa. What's your job?" And I learned they're a vital part of the process very quickly.
Have your goals as a designer or business owner changed?
No. It's that hopefully we're making nice, beautiful clothes that last, and that people really love, and really want in their lives.
Will you be dressing Pixie Geldof and Florence Welch and all your other friends in black tights and brown socks now?
No, I don't think I could! My friends have very strong opinions on their personal style, what they'll wear and what they won't. And it's always totally different from me. We don't compare notes much.
What about when you do a personal appearance at a store? Do your fans ask you to style them?
It's funny! Nobody says, "I really like what you've got on, Alexa." They forget, I think, that everyone likes to hear it. Even me!
Really? Oh no! Okay, "I like what you've got on, Alexa!"
Thanks! [Laughing.] People just forget, I think, because they've got their phones out.
You could have a fashion version of Cole Sprouse's Instagram page. You know about that?
Oh yeah, I love Cole Sprouse's Camera Duels. But you know what's funny? Yesterday I was out working on something with my friend Jim [Demuth], and he said, "Alexa, doesn't this annoy you?" and I said "What?" And he was like, "People doing all these double-takes and turning around to see you and pulling out their phones." And I was like, "But that's what people are always like." To me, it's normal. I think people turn around to look at everyone, all the time. I either don't notice it or I subliminally block it out, or I just presume that's how people walk around—I don't know! To be honest, if I do notice anyone looking at me, I think they must think I'm someone else.
Your Instagram has some pretty epic karaoke battles. Do you ever get FOMO if you're staying in and your friends are out? What's your advice on dealing with it?
Oh FOMO. Get rid of that. It's about not looking at what you missed out on. Create your own reality. If you're staying in, commit to stay in. Don't pick up your phone. Don't spend your night living through other people's JPEG portals and megabyte drain holes. They're just liar squares.
Liar Squares is a fantastic insult.
Or a band name.
So I'm guessing you don't have a Finsta—like a fake Instagram account, just for friends.
No, I'm quite transparent. I have no Insta-shame. If I want to follow something weird, I'll just follow it. I'm 34. I probably shouldn't be following Cole Sprouse, who I've never met, and know about his camera duels. But I'm happy to do it! I just started following Timothée Chalamet too, and I was like, "Oh my god, Alexa, desperate mum much?" But whatever; I have to! He's a babe!
Faran Krentcil is a fashion journalist and critic based in New York City. She is the founding editor of Fashionista and a graduate of Duke University. Her work has been published in the Wall Street Journal, Vogue, Harper’s Bazaar, and more.
