• 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.” 

Rowe will step into the chief executive role in April, taking over from Marc Bolland. His appointment was announced in January.

 

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