Marks & Spencer has collaborated with the style icon Alexa Chung to create a 31-piece collection in a bit to attract younger customers.
Chung, who is a British fashion model, TV presenter and Vogue Contributing Editor, also inspired the Mulberry Alexa bag and was once accountable for 30% of the luxury retailer's sales.
Now M&S will unveil the inspired range in April which will be called Achieve by Alexa.
Chung previously wore a suede skirt from the high street giant's range which followed a substantial publicity demand for the skirt and boosted sales in Marks & Spencer's non-food division.
Steve Rowe, who currently heads up Non-food but will become CEO in April, 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. A new womenswear collection, curated by Alexa, with heritage firmly at its heart.”
It is understood that this will be the first of the “M&S &” series: “A sequence of unique, exclusive collections in collaboration with some of today’s most exciting designers, brands and fashion icons.”
