Alexa Chung curates Archive collection for Marks & Spencer
Leading style influencer Alexa Chung has collaborated with Marks & Spencer to create a 31-piece collection inspired by its archive. Archive by Alexa will hit stores in April.
"It was so fun to be given the keys to the M&S archive and such a treat to get to cherry pick the very best of their vast collection of pieces," Chung told Vogue.
Chung selected items and then worked with the M&S design team to recreate them in modern fabrics and colours. She also styled and directed the accompanying promotional campaign for the collection, the first shot of which has been revealed showing Chung in a pie-crust collar pale pink blouse.
It will no doubt be hoped that Chung will help revive the fortunes of M&S's clothing operation which has struggled to turn in a consistent performance in recent years. The retailer, which is planning other collaborations under the M&S &... initiative, has produced some notable hits, however, including its famed A-line suede skirt which Chung herself wore helping to turn it into a sell-out hit.
The M&S collaboration is one in a line of such projects for Chung. She has produced a successful denim line with premium denim brand AG and in 2011 she collaborated on a line with US chain Madewell, while a bag inspired by her and named in her honour has been one of Mulberry's best ever sellers.
Chung is one of the most influential style leaders. Her social media posts are pored over by brands and followers alike for inspiration, leading her to set up her own shoppable app Villoid last year.