Alexa Chung channelled childhood through M&S collaboration
Alexa Chung wanted her Marks & Spencer collection to appeal to a younger audience than the brand is known for.
Alexa Chung took inspiration from her childhood wardrobe when designing for Marks & Spencer.
The brunette beauty is the latest famous name to collaborate with the British retailer, creating a 31-piece collection called Archive by Alexa. Launching in stores on Wednesday (13Apr16), customers can get their hands on pieces such as a blue Bertha cardigan at £35, or a black and white chequered Lydia skirt for £29.50.
It wasn't just her current closet which Alexa turned to when choosing what to make though.
"I wanted this collection to reflect my personal interaction with the brand since childhood," she explains to Britain's The Times newspaper. "My school cardigan and pleated skirt, my thermals, my dad's jumpers I used to wear to ride my pony.
"I was trying to explain to some Americans in New York the other day what M&S means to us (Brits), but there was no analogy."
There are some items which stand out. like her Victoriana cotton blouse available in white or blush. It was in the brand's archive from 1981, the year of the late Princess Diana's wedding to Prince Charles.
"I had this idea in my mind," Alexa recalled. "I kept calling it the Princess Diana blouse. I was sure they had one in the archive somewhere."
Marks & Spencer was founded in the early 1880s and has since become a national treasure in the U.K. However, many are quick to assume it only offers clothing for the older generation, which Alexa hopes to change with her versatile line.
"I want to highlight a new demographic, to younger people who didn't grow up in the 1980s, all the dependable, classic, practical things that first took me to M&S," she explained. "It's a fresh take on what they are famous for."
© Cover Media