Alexa Chung designs collection for Marks & Spencer

Style icon Alexa Chung has been tapped by British department store group
Marks & Spencer to create a unique capsule collection, based on key items
from its archive.

A photo posted by Alexa (@chungalexa) on Feb 4, 2016 at 3:21am PST

Named ‘Archive by Alexa,’ the capsule collection is the first of a new
collaborative series to be launched by the department store group which
will see M&S work with a number of designers and fashion insiders in a bid
to bolster its struggling fashion arm.

“I have always had an affection for Marks & Spencer,” said Chung in a statement. “I am thrilled to be part of
this special and unique project. There was something very touching about looking back through the
British fashion and social history for which M&S is synonymous.”

The collection consists of 31 re-imagined pieces from M&S existing fashion
archive, slated to launch this 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” said Chung to Vogue on the collaboration.

Introducing
#ArchiveByAlexa – a new collection, rediscovered and curated by @chungalexa
from our company archive. Sign up for updates here:
marksandspencer.com/alexachung

A photo
posted by M&S (@marksandspencer) on Feb 4, 2016 at 2:18am
PST

“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,” she
continued.

Chung worked closely with M&S in-house design team to redesign her
favourite items in a series of new colours and fabrics. The capsule
collection will be accompanied by a campaign which was also direct by Chung
– a first for the department store – in order to ensure her creative
signature ties the two together.

“It was a hugely insightful experience allowing Alexa full access to our Company Archive,”
commented Steve Rowe, Executive Director of General Merchandise at Marks & Spencer.
“Marks & Spencer’s history is vast and quality design has always been paramount;
therefore using our expertise and classic designs and Alexa’s unique eye and approach to style,
our collaboration was born. A new womenswear collection, curated by Alexa, with heritage firmly at its heart.”

M&S decision to tap the ever-cool Alexa Chung as its first designer
collaborator is a smart play from the group as her touch can be the
difference between a successful collection or a flop.
For example, her Alexa bag for British luxury brand Mulberry saw company
profits increase by 79 percent in 2010 when it first launched, and her
début collection
for Madewell lead to its entire website crashing the day it launched.

Either way she has already positively influenced fashion sales at M&S, when
she was pictured wearing the department store’s Spring/Summer 2015 tan
suede A-line skirt. Prices for her début M&S collection
and availability have yet to be announced, but judging by the attention
the announcement has garnered online, it is sure to bring at least one
fashion hit to M&S.