The ’90s are back as Alexa Chung poses in retro denim styles with a fresh and modern take

Alexa Chung stars in the latest AG Jeans Fall 2017 ad campaign with a laid-back, unfussy aesthetic.

The vibe is decidedly “un-done.” It’s less about chasing perfection and more about embracing authenticity. Inspired by the grit and glamour of the era’s Young Hollywood scene, outfitting takes on an easy, thrown-together quality that juxtaposes hard and soft, masculine and feminine, high and low.

Denim in various forms and finishes drives the nonchalant mood. Reworked looks have a DIY appearance in light-wash rigid denim with paneled details, unexpected seaming, and experimentation with cross-grain placement and the reverse side of the fabric.

Slinky slip dresses and small-scale floral prints crafted in light-weight fabrics make the perfect counterpoint to denim in various forms and finishes, from rigid light-washes to deconstructed black and resin-rinse styles.

Off-the-cuff layering encourages sartorial expression and infinite styling possibilities for both men and women—it’s the season to embrace individuality and authenticity

The upcoming collection takes inspiration from Young Hollywood in the ‘90s, a decade defined by low-maintenance dressing with a too-cool-to-care attitude.