ALEXA CHUNG has revealed the logo of her eponymous label, Alexachung,

ahead of the brand's launch later this month in a short film.

Entitled Dressage, the short film from Grammy-nominated filmmaker Lorin

Askills depicts Chung, immaculately dressed in her riding attire, greeting her
horse and performing a brief sequence to reveal the logo stamped out in the
sand beneath.

It is a tongue-in-cheek celebration of the dedication, precision, skill and

determination needed to develop and create something aesthetically
pleasing," explained Chung, "coupled with the feeling that you could spend
endless amounts of time trying to create something that means a lot to you,
hoping that some might appreciate it. Beauty is in the eye of the beholder. I
guess its supposed to be funny."

The inaugural collection from Alexachung - the first solo design project for the
model and Vogue contributing editor - will be unveiled on May 30.