It’s been brought up in all my lectures, the fashion press can’t stop gossiping about it and even my 90-year-old great Aunt had something to say about it: Alexa Chung is the new face of M&S. I can’t help but wonder, like everyone else, why they’re chasing the younger crowd when their long term older audience seem to be the sensible market to target. It’s clearly going to plan for them though because here I am, the un-likely M&S customer, singing my praises about their latest collaboration. I can’t help but think that it’s all because they knew, before I even knew myself, that a collection designed by one of our generations’ greatest fashion muses would get us shouting about good-ol’ M&S.
So, have you seen the first preview of the collection? It was revealed just before the drama of LFW kicked off and is aptly named ‘Archive’ after her inspiration- pieces from archived M&S collections held at Leeds University. In this Telegraph article you can take a look at Alexa’s contemporary designs contrasted directly against their inspiration.
My top picks from the collection as it stands so far are…
‘The Effie Skirt’– 1985
Maybe I was drawn to this one because it reminds me of a Zara skirt I picked up recently (see the haul here).
‘The Frances Coat’-1950
Alexa opted to wear this one on launch night.
‘The Edna Shirt’- 1942
So does this mean the ‘pyjamas as daywear’ is still a thing or…?
Watch out for the full collection to launch online and in stores nationwide, April 13 .