Marks & Spencer has collaborated with style icon Alexa Chung to create a 31-piece collection which will launch in April.
Chung is the British fashion model, TV presenter and Vogue Contributing Editor who inspired the Mulberry Alexa bag - once accountable for 30% of the luxury retailer's sales.
Now M&S will unveil a range inspired by its archive and will be called Achieve by Alexa. Last year, Chung wore that suede skirt from the high street giant's range and following substantial publicity, demand for the skirt boosted sales in Marks & Spencer's non-food division.
The general merchandise arm of the business has long been a stopgap, as younger consumers struggle to resonate with the brand.
While the company brought in former Debenhams boss Belinda Earl as an advisor, and has tried on several clothing bosses in recent years, it has yet to create the right alchemy.
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 the tie-up 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.”
Previous celebrity fronted ranges have proven successful for M&S, such as Rosie-Hungtington-Whiteley and David Gandy lingerie and underwear.