Alexa Chung has the fashion Midas touch - and she's decided to use her charm to support an ethical fashion brand by putting out a rallying cry for us to all "give a damn".
Of course, it helps that the fashion collection in question, 'The Deep End Club', was designed by Chung's mate Tennessee Thomas, who shares Chung's love for a Peter Pan collar.
Chung posted Instagram snaps from a recent fashion shoot for the freshly launched collection and captioned the post below: "Let's all Give A Damn".
Thomas is the founder of The Deep End Club a shop/clubhouse in Manhattan’s East Village, where "a community of like-minded artists and activists who care about our planet" gather.
In the shop she curates a collection of creations made by local, independent designers and artists, but this is the first time she has produced her own range.
The capsule collection has a strong seventies vibe and so far includes two Peter Pan collar dresses, slogan Tees and a ruffle-sleeved silk blouse. Prices range from $45 to $325 (approx. £32 to £226) and items can be shipped to the UK.
SEE ALSO:
Alexa Chung Joins The Campaign For More Diversity In Fashion
Alexa Chung Teams Up With Marks & Spencer For New Fashion Collaboration
Alexa Chung's Style Evolution
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LONDON, ENGLAND - SEPTEMBER 14: Alexa Chung attends the grand opening party of Longchamp Regent Streetat Longchamp on September 14, 2013 in London, England. (Photo by Ferdaus Shamim/WireImage) (credit:Ferdaus Shamim via Getty Images)
September 2013(65 of82)
LONDON, ENGLAND - SEPTEMBER 04: Alexa Chung attends the launch of Alexa Chung's first book 'It' at Liberty on September 4, 2013 in London, England. (Photo by David M. Benett/Getty Images) (credit:David M. Benett via Getty Images)
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LONDON, ENGLAND - SEPTEMBER 15: Alexa Chung arrives at Mulberry Spring/Summer 2014 show during London Fashion Week at Claridges Hotel on September 15, 2013 in London, England. (Photo by David M. Benett/Getty Images for Mulberry) (credit:David M. Benett via Getty Images)
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BEVERLY HILLS, CA - JANUARY 12: Alexa Chung arrives at the 2014 InStyle And Warner Bros. 71st Annual Golden Globe Awards Post-Party at The Beverly Hilton Hotel on January 12, 2014 in Beverly Hills, California. (Photo by Axelle/Bauer-Griffin/FilmMagic) (credit:Axelle/Bauer-Griffin via Getty Images)
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LONDON, ENGLAND - JUNE 04: Alexa Chung attends the Royal Academy Summer Exhibition Preview Party at the Royal Academy of Arts on June 4, 2014 in London, England. (Photo by Karwai Tang/WireImage) (credit:Karwai Tang via Getty Images)
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NEW YORK, NY - SEPTEMBER 08: Alexa Chung poses backstage at Tommy Hilfiger Women's fashion show during Mercedes-Benz Fashion Week Spring 2015 at Park Avenue Armory on September 8, 2014 in New York City. (Photo by Neilson Barnard/Getty Images for Tommy Hilfiger) (credit:Neilson Barnard via Getty Images)
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NEW YORK, NY - SEPTEMBER 03: Alexa Chung is seen on September 3, 2014 in New York City. (Photo by NCP/Star Max/GC Images) (credit:NCP/Star Max via Getty Images)
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LONDON, ENGLAND - SEPTEMBER 14: Alexa Chung arrives at the Topshop Unique SS15 show on September 14, 2014 in London, England. (Photo by David M. Benett/Getty Images for Topshop) (credit:David M. Benett via Getty Images)
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NEW YORK, NY - NOVEMBER 03: Alexa Chung attends The 11th Annual CFDA/Vogue Fashion Fund Awards at Spring Studios on November 3, 2014 in New York City. (Photo by Gary Gershoff/WireImage) (credit:Gary Gershoff via Getty Images)
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LONDON, ENGLAND - DECEMBER 01: Alexa Chung attends the British Fashion Awards at London Coliseum on December 1, 2014 in London, England. (Photo by Mike Marsland/WireImage) (credit:Mike Marsland via Getty Images)
January 2015(74 of82)
BEVERLY HILLS, CA - JANUARY 22: Alexa Chung arrives at the Alexa Chung X AG Collection Los Angeles Launch Party on January 22, 2015 in Beverly Hills, California. (Photo by Jon Kopaloff/FilmMagic) (credit:Jon Kopaloff via Getty Images)
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HOLLYWOOD, CA - FEBRUARY 05: Alexa Chung arrives at Louis Vuitton 'Series 2' The Exhibition on February 5, 2015 in Hollywood, California. (Photo by Jon Kopaloff/FilmMagic) (credit:Jon Kopaloff via Getty Images)
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LONDON, UNITED KINGDOM - FEBRUARY 24: Alexa Chung attends the Elle Style Awards 2015 at Sky Garden @ The Walkie Talkie Tower on February 24, 2015 in London, England. (Photo by Darren Gerrish/WireImage) (credit:Darren Gerrish via Getty Images)
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LONDON, ENGLAND - FEBRUARY 21: Alexa Chung attends the House of Holland show during London Fashion Week Fall/Winter 2015/16 on February 21, 2015 in London, England. (Photo by Eamonn M. McCormack/Getty Images) (credit:Eamonn M. McCormack via Getty Images)
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NEW YORK, NY - MARCH 31: Alexa Chung attends the CHANEL Paris-Salzburg 2014/15 Metiers d'Art Collection at Park Avenue Armory on March 31, 2015 in New York City. (Photo by Dimitrios Kambouris/Getty Images) (credit:Dimitrios Kambouris via Getty Images)
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LONDON, ENGLAND - APRIL 25: Alexa Chng leaves Vogue Festival on April 25, 2015 in London, England. (Photo by Keith Hewitt/GC Images) (credit:Keith Hewitt via Getty Images)
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NEW YORK, NY - MAY 04: Alexa Chung attends the 'China: Through The Looking Glass' Costume Institute Benefit Gala at Metropolitan Museum of Art on May 4, 2015 in New York City. (Photo by Karwai Tang/WireImage) (credit:Karwai Tang via Getty Images)
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NEW YORK, NY - MAY 14: Alexa Chung attends as Piaget celebrates the new Possession collection on May 14, 2015 at The NoMad Hotel in New York City. (Photo by Andrew Toth/Getty Images for Piaget) (credit:Andrew Toth via Getty Images)
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LONDON, ENGLAND - JULY 2: Alexa Chung arrives at The Serpentine Gallery summer party at The Serpentine Gallery on July 2, 2015 in London, England.(Photo by Julian Parker/UK Press via Getty Images) (credit:Julian Parker via Getty Images)