In an assertion that millennial (or rather, noughties) ‘Tumblr’ fashion is back, Laura Hawkins of Vogue cites Alexa Chung as a style icon of the era. The Daily Mail claims “Alexa Chung is still the fashion industry’s most in-demand ‘it girl.’” As Alexa Chung makes her return back to fashion design, recent collaborations and appearances from the ‘it girl’ and former fashion designer reflect a similar sentiment.

Rising to fame in the early 200s as a MTV show host and the girlfriend of Arctic Monkeys frontman Alex Turner, Chung quickly became the image of indie sleaze. She was admired for her tomboy-like easy confidence and quick-witted charm now synonymous with what’s in her wardrobe. Chung grew to prominence within the fashion industry as fashion found its way to accessibility through the internet, becoming a staple on Pinterest and Tumblr according to Hawkins. In 2017, she launched her own designer fashion line, ALEXACHUNG, which shut its doors during COVID due to difficulties exacerbated by the pandemic.

Though Alexa Chung never really disappeared, having made appearances at several Met Galas since (occasionally designing her own gown) and becoming the face of brands like Barbour. This fall fashion season, however, Chung has made new waves in the world of fashion design. She took on a new, more involved, role with Barbour as creative director and designer for an edit released this September, characteristically hers; each piece named after a close friend or family member. Chung has worked with Barbour several times in the last decade, having first been photographed in a barn jacket by Barbour in 2008. She is credited with making the brand ‘cool’ among the younger generations and her iconic style helps to produce a feeling of nostalgia for those who came of age under her influence each time she assigns her style to a piece of clothing.

Also in the beginning of September, Chung released a collaboration with Madewell. Her relationship with Madewell began in 2010, and fans approached the collection with excited anticipation. It was met with rave reviews. A second collection with Madewell designed by Chung arrived in November. Both lauded by Vogue for their wearability and accessibility––though it girl staples, one does not need to be attending the Met Gala to be wearing an Alexa Chung piece––as Chung designates the collection as non-seasonal.

In addition to designing three collections for two iconic brands, Chung became the face of the New Zealand-based Paris Georgia x Joe Sweeney “Career Girl” collaboration. In an explanation of the so-called “Career Girl” vision, the namesakes and founders of the Paris Georgia brand suggest the career girl “enjoys a cheeky pint at the pub, kissing rockstars and leaving behind love letters written by her boyfriends on cocktail napkins at vars, as Chung has proven.”

Not stopping there, Chung also became the first face of a star-studded Mango ad campaign, advocating for the same barn jacket she is promoting with Barbour. Since her debut on the fashion scene, Chung has become almost synonymous with the barn jacket and is credited with its rise on the larger fashion scene.

And perhaps the most indicative of her return, Chung made her first runway appearance since Vivienne Westwood in 2009 this season as well, with Tory Burch at New York Fashion Week. Immediately following NYFW, she walked the runway again, this time at Miu Miu in Paris. Chung began her career modelling, making appearances on runways steadily from 2003-2009. Since then, she’s only done editorial or video work. On Chung, Burch says “I just find her to be brilliantly cool and beautiful inside and out.”