A post shared by Alexa Chung (@alexachung)If the pandemic has, as Chung notes, been challenging for small independent businesses, it has been even more difficult for celebrity-owned businesses whose own aesthetic drives the brand.
In April 2020, US industry bible Women’s Wear Daily reported that The Row, the ultra-luxurious brand owned by twins Mary Kate and Ashley Olsen, sought a multi-million pound loan, and fired much of its workforce.
Victoria Beckham’s eponymous brand, meanwhile, made a loss of £8.6 million in 2020. Like Victoria Beckham, Alexa Chung is the best advertisement for her own clothes.
But over lockdown, there were none of the usual opportunities to be photographed in said clothes: no red carpet events, no fashion shows and barely any parties, particularly over the lucrative festive season, with both December 2020 and December 2021 proving damp squibs.
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