Courtesy of Alexa Chung

It was about a decade ago that Karl Lagerfeld unofficially anointed Alexa Chung that now-verboten, but never replicated phrase “It girl”. Since then her London-influenced, rock and roll meets mod meets ultra-feminine style has been fodder for every social platform that’s come along – from Tumblr to Pinterest to Instagram. It was only a matter of time then, after collaborations with brands like AG Jeans, that Chung would debut her own collection of ready to wear. That day was yesterday in London amongst Chung’s It Brit friends like Tallulah Harlech and Pixie Geldof.

“It’s been a long journey to get to this day and I was so happy to be able to share it with all my closely friends and family along with my peers from the fashion industry who I have admired along the way,” the designer explains.

See the full lookbook, a true reflection of the 33-year old’s now iconic style, from striped suits worthy of Bowie to floral dresses ideal for a walk in Cornwall. “Ultimately,” Chung continues, “I just really like making clothes and dreaming up new outfits and although it’s a risk I was too curious not to try to do this – to make my dream a reality.” The full collection is available for purchase now on sites like mytheresa.com

This article originally appeared on Harper’s BAZAAR US.