London, Feb 4 (IANS) English model and television presenter Alexa Chung will be bringing her fashion sense and style to the house of Marks & Spencer by designing a capsule collection for the British fashion brand.
The style icon along with the brand’s team of designers will work towards creating a collection named Archive by Alexa. The collection, which will trace the history of the brand and narrate it with the help of clothes, will debut in select stores in India in April, read a statement.
Chung is “thrilled” with this collaboration.
“I have always had an affection for the brand. 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 the brand is synonymous,” Chung said.
This project is the first of the ‘M&S &’ series, under which a sequence of exclusive collections in collaboration with designers, brands and fashion icons will be made.
The 31-piece womenswear collection has been carefully curated and handpicked by Chung and the brand’s design team.
Steve Rowe, executive director of general merchandise of the brand, said: “It was a hugely insightful experience allowing Alexa full access to our company archive. The brand’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.”
With modern fabrications and a myriad colour palette, the contemporary collection will define heritage sensibility. The supporting campaign will launch in April with Chung herself taking creative ownership of the mood and direction.