Whatever Alexa Wants

Whatever Alexa Wants

Tuesday, 19 April 2016

M&S - Archive by Alexa Chung

When it comes to designing new collection and introduce her It-girl touch into English heritage brands, Alexa Chung is impressive. Mulberry, Barbour and Hunter have all enjoyed it ! Next up, it hopes : Marks and Sparks.

Archive by Alexa went on sale nationwide in stores and online on Wednesday 13th April. The collection comprises reissued classics from M&S archive, reworked for Chung with an It-girl twist. The collection comprises 31 ready-to-wear items. Alexa Chung explained the process, for which she worked with the M&S design team to recreate items in new color ways and modern fabrications.
"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. I pulled from stored garments, in-house magazines and TV adverts from various points in the history of Marks & Spencer to create the collection that I believe looks every bit as relevant today as it did then."  Alexa Chung
Alexa Chung going through the M&S archives

The collection is accompanying by a campaign creatively directed by Alexa Chung. This project is the first in Mark & Spencer's collaboration, the brand assured that they will invite a range of designers and trend setters to create capsule collections in the future. 

Glamour Magazine interviewed her, giving us an exclusive look at her collaboration with Marks & Spencer, 'Archive by Alexa Chung', have a look :

Noticeable, there is no denim whatsoever in the collection! It seems like a missed opportunity when you know that Alexa Chung is the biggest fan of denims jeans, shorts and button up denim skirt. This certainly has to do with the fact that Alexa Chung also has a long-standing relationship with AG Jeans.
Anyway as Vogue's shopping editor pointed out, with Alexa Chung leading the capsule collection, M&S is back on track ! 

What of the reaction? 
Several pieces are sold out online, including the black ankle boots and Yes/No white trainers, including the classic khaki trench, are nearly out of stock. 
Shop here !

Find below my favorite pieces !


Alexa Mixing at the Archive - M&S Launch Party


1 comment :

  1. Great post, she came into our offices the other day, such a funny girl! www.alicerosewrites.com