To celebrate the launch of her VIRGINIA collection in Asia, ALEXACHUNG held a presentation at the Tokyo Tower Media Center Earth Studio on April 5th.


The studio space was filled with an impressive structure inspired by Charleston, the home of the Bloomsbury Group, a prominent 20th-century group of artists, poets, philosophers, and writers. Entering through the side of the set, guests were treated to a surreal twist as they encountered countless models engaged in the joyful yet simple tasks that members of the Bloomsbury Group would have once participated in.
A woman tending to giant flowers, a woman patiently waiting to catch a fish around a 2D painted pond, a woman lounging on a chaise lounge as a giant bust of a woman inspired by the artwork of Vanessa Bell. The diorama, interwoven with dream and reality, is unnoticed until a 360-degree walk around the set reveals its full potential. The theatrical stage, emblazoned with the performance's title "ALEXACHUNG VIRGINIA," transitioned from whimsical interiors to a woodland setting, illuminated by a brightly painted moon.

The extensively hand-painted set, designed by Illy Jankovich, became a playground for 23 models, dressed in the creative quintessential look of the British countryside: ruffled peasant dresses, heavily knitted jumpers, and relaxed denim. In an artistic setting, faithfully recreating the lifestyle of the time, luxe, flowing pajamas and sumptuous paisley robes contrast with embroidered smock dresses and laminated raincoats.

Faithful to the essence of the Bloomsbury Group, the models had fresh, dewy skin and cheeks evocative of crisp country walks, while their hair was left loose and textured, leaving it romantically raw. The early 1900s vibe is inspired not only by the visuals, but also by Lou Hayter's carefully curated playlist, featuring artists such as Fred Astaire, Ella Fitzgerald, and Louis Armstrong. Creative Director Alexa Chung says, "It's hard to describe the feeling of actually seeing something that was locked in my mind come to life, fully formed, in my mind. It was an inspiring experience. We created something special, something magical, and then I witnessed it happen. It was quite psychedelic. It was beautiful, elegant, and immediate—exactly how I wanted people to see these clothes." A celebration of art, craftsmanship, and self-expression, the collection was inspired by the work of British painters Duncan Grant and Vanessa Bell, members of the Bloomsbury Group, evoking a modernist, intellectual tone.