Alexa Chung in the AG Fall 17 campaign Credit: Angelo Pannetta

It’s a case of third time a charm for television presenter and style icon turned fashion designer Alexa Chung, whose campaign number three for Los Angeles-based denim brand AG centres around the defiant and effortless appeal of laid back streetwear in the 1990s.

Shot at celebrity haunt Chateau Marmont, the 90s Young Hollywood collection features non-stretch denim, light acid washes, five-pocket detailing, raw edges and repurposed materials. Teamed with worn-out tees, brushed flannel, beaten leather and more feminine touches like soft floral fabrics, slip dresses and spaghetti-strap camisoles, the vibe is thrown-together and authentic without trying too hard.

Credit: Angelo Pannetta

Credit: Angelo Pannetta

“I think what makes Alexa such a great fit [for the AG brand] is that what you see is what you get with her,” its creative director Johnathon Crocker told GRAZIA of working with Chung on the past three campaigns, as well as two capsule collections, which she co-designed.

“By that, I mean she’s not pretending to be anyone or anything she’s not, and as a result, there’s a genuine sense of authenticity that I believe, connects with our customer,” he continues.

“Our internal brand pillars are: cool, confident, authentic – there’s no question Alexa embodies each of those.”

Chung stars with model Reuben Ramacher in the images, shot by Angelo Pennetta and styled by Francesca Burns. The magic in each shot is that you can imagine Chung wearing any of the looks away from the camera too – her aesthetic and AG’s French minimalistic ethos are in parallel.

Credit: Angelo Pannetta

Credit: Angelo Pannetta

While the collection feels modern, it blends a vintage vibe too. “One of our most popular new styles for Fall 18 is our repurposed Phoebe (18Y Vaulted) – it’s a vintage-inspired high-waisted straight with beautiful seaming detail,” says Crocker. “That paired with our new Cassie denim jacket, which is slightly oversized with pleating detail to give some volume, is a great combination.

“I’m a big fan of the Canadian Tuxedo, so maybe that’s skewing my answer, but the overall mood and vibe of the collection definitely embodies that relaxed, undone look of the ’90s.”

The AG Fall 17 collection is available now through online retailers like  David Jones, Shopbop, The Iconic and Revolve Clothing.

Credit: Angelo Pannetta

Credit: Angelo Pannetta

Credit: Angelo Pannetta