Alexa Chung throws launch party for Marks and Spencer's Archive by Alexa collection as Caroline Rush labels her an 'icon'

The collection is an attempt by M&S to connect with customers of all ages
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Emma McCarthy7 February 2017

Retail boss Belinda Earl hailed Alexa Chung as a “fabulous British icon” at the launch of her hotly-anticipated collection with M&S in Soho last night.

At a star-studded party held on the eve of London Fashion Week, Earl joined a host of the model’s famous friends including Pixie Geldof, Jack Guinness and fellow brand ambassador David Gandy.

Paying homage to the Chung’s broad appeal, M&S Style Director said: “we’re trying to talk to all of our customers with this collection, the customers that shop with us today and new customers as well.”

Chung's first foray into high street retail consists of 31 items with prices which range from £19.50 to £89. It is not a designer collaboration but a reworking of items chosen from M&S archive which have been repurposed for the 21st century shopper.

Dave Benett

The Archive By Alexa collection is an attempt by M&S to connect with customers of all ages with the collaboration which goes in store in April.

Earl, who was joined by British Fashion Council chief executive Caroline Rush at the event, said: “Alexa really values our heritage. She holds M&S really dear to her heart and the garments that she’s worked on form the archive have lots of positive nostalgic memories.”

Rush added: "we're very proud to be supporting this incredible collaboration of two British icons."

The Archive By Alexa range, which already has a significant waiting list, offers a new take on M&S icons through the introduction of modern fabrications and an updated colour palette and has much to offer fans of Chung’s distinctive look.

Among the pieces on display last night was a colourful Paisley print day dress - a remake from a 1950's housewives apron - and a tie neck polka dot dress inspired by a design from M&S's younger Junior Miss range in 1968. The original designs were presented to party goers in glass cabinets.

Dave Benett

Chung, 32, wore her favourite outfit from the collection to last night's launch - revealing a white piecrust shirt and a khaki mac. At £89, the mac is the most expensive item in the collection and is reworked from the sturdy gabardine school coats which were M&S signatures, passed down through generations.

The rest of the collection is to remain a closely guarded secret until the April launch - a tactic which will no doubt help to generate further hysteria among fashion fans closer to the launch date.

The recruitment of Chung, who has been awarded with the British Fashion Council’s Style Icon award on three consecutive occasions, is a move to help revive womenswear sales among a younger, fashion-forward customer.

Alexa Chung has served as the BFC’s Young Style ambassador since 2012 and is expected to attend a host of catwalk shows including Simone Rocha and Burberry this weekend.

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