Image copyright GETTY IMAGES Image caption Pattie Boyd photographed with then-husband George Harrison in 1966
This may be the first time Alexa's own designs are taking centre stage, but she has collaborated extensively with other fashion brands in the past - whether as a model, ambassador, designer or curator.
She says she was "lulled into a false sense of security", by some of the previous projects she's worked on, "which is why I had the gumption to even start this company".
"I was like 'it's easy', and then I started doing it myself and I was like: 'Oh, okay, there are lots of backstage elves that were really helping make that really slick and I obviously wasn't privy to the hellmare that was creating stuff.
"I think I had an essence of it and I was able to see the tip of the iceberg in terms of looking at marketing or designing swing tags or all of the nitty gritty, but I was still only going about 20% deep.
"Whereas obviously starting my own company from scratch, including securing funding and employing a CEO, and starting from that seed outwards, in a kitchen, to building a team of 30 people, there is no training for that."
Alexa has never been short of work - or popularity - a position which, if in the same situation, many of us could get used to.
With that in mind, and given the all-consuming nature of launching a business, it raises the question of why she chose to embark on her own clothing venture at all.