Marks and Spencer is to attempt to revive its apparel category by launching a new range for women spearheaded by the fashion writer and model Alexa Chung, DailyMail.co.uk reports.
The new clothing line, Archive by Alexa, is comprised of 31 items of women's clothing. It is the first instalment of a series of such lines called ‘M&S &’, which will see major figures in the fashion industry working with the supermarket chain.
M&S executive director for merchandise, Steve Rowe, said, "It was a hugely insightful experience allowing Alexa full access to our Company Archive.
"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. [It is] A new womenswear collection, curated by Alexa, with heritage firmly at its heart."
Chung commented,"I have always had affection for Marks & Spencer. I am thrilled to be part of this special and unique project. There was something very touching about looking back through the British fashion and social history for which M&S is synonymous."
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
