- Chung to front 31-piece archive collection
- Archive pieces to put modern spin on heritage items
- First in a series of celebrity-led projects
Marks & Spencer has hired Alexa Chung to front a new womenswear collection, in the first of a series of celebrity-led projects.
‘Archive by Alexa’, which will be available online and in selected M&S stores from April, will feature 31 pieces from the retailer’s archives in Leeds.
The pieces have been selected by Chung and M&S’s design team.
The collection introduces modern fabrics and an updated colour palette to combine heritage and contemporary aesthetics.
Chung helped to popularise M&S’s 1970s-style suede skirt last spring after she was photographed wearing it prior to its launch in stores.
A supporting advertising campaign will launch in April with Chung “taking creative ownership of the mood and direction”, the retailer said.
The project is the first in a series of ‘M&S &’ collaborations with prominent designers, brands and fashion icons.
General merchandise executive director and incoming chief executive Steve Rowe said: “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.”