What do you do when your company faces a huge dip in clothing sales? You employ the work of a fashion guru of course! Marks & Spencer reported recently that they had suffered a massive slump in their clothing sales figures but they have also announced that they will be collaborating with the one and only Alexa Chung for a new collection.
Alexa Chung is a model, TV presenter, journalist, author and fashion icon, so you can see why this is exciting news for fashion lovers. It’s no surprise that the company have decided to collaborate with Alexa as last year she was seen wearing one of their tan suede skirts and naturally, the sales of that skirt soared. The collection is called Archive by Alexa and will compromise of 31 womenswear pieces. All the pieces are handpicked by Ms Chung and are focused on bringing new life to items from the Marks & Spencers extensive archive.
This will be the first of the “M&S &” series, which is “a sequence of unique, exclusive collections in collaboration with some of today’s most exciting designers, brands and fashion icons”. Steve Rowe, the Executive Director of General Merchandise at Marks & Spencer has said “It was a hugely insightful experience allowing Alexa full access to our Company Archive. 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”
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Alexa has always been a huge fan of British brands, and as she is one of the UK’s biggest fashion exports, the collaboration makes sense. She said “I have always had an affection for Marks & Spencer. 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”. There’s no doubt that this line will be a success, and there is also no doubt that I’ll be the first one at the door when it’s launched, especially if that blouse is among the collection.
Holly Martin
holly@brightonjournal.co.uk
feature image: Guy Aroch
