Alexa Chung‘s collaboration with Madewell began in 2020 with a ’60s-inspired collection which featured lots of practical pieces such as high-waisted shorts, Peter Pan-collared dresses, Breton tees and silky blouses paired with socks and sandals. Now, a few photos were released in order to introduce her second collection for the brand. Model, TV host, DJ, designer, and a true style icon for worldwide fashionistas, Alexa already tweeted that it will be “a lot of 90’s in new AC for Madewell collection. Actually 70’s too.”
Alexa herself stars in the Madewell fall 2020 ad campaign which according to a company statement seems to express her “heavy inspiration of girls in bands who live their looks”. The location for the photo shoot was set in Austin, Texas and it was chosen for its Southwest landscape and the special road trip feel. Speaking about the shoot for the second Alexa Chung for Madewell collection, Kin Yung Lee, head of Madewell Design, said that, “We were all so in sync. Since it’s the second collection, it was like old friends getting together and creating something — and having a great time in the process!”
When she first launched her collaboration with Madewell, the 27-year-old British It girl admitted that, “It was a brand I really like, and after we had our first meeting, I could tell we were all sort of on the same page about what we could do together, and I could see how it would work. Plus, I got the sense I would have free reign as they were interested in me doing what I wanted, and I found that very appealing.”
Alexa has a pretty busy schedule since she is returning to modelling. Retailer Vero Moda has recently announced that Chung will be the brand’s new face. “We know that Alexa is the perfect choice for Vero Moda. We feel certain that the collaboration will take Vero Moda to a higher level and provide our brand with an added value,” said Katja Hundrup, Vero Moda international PR and image responsible. Moreover, Allan Nielsen, UK country manager for Vero Moda, said that, “Alexa Chung is very relevant to the brand and we feel we couldn’t have picked a more influential face within the industry.” The first images for the campaign were already made in New York and are set to be launched in November.
The new Alexa Chung for Madewell collection will officially arrive in stores and on madewell.com on September 22. Until then, we can only take a look at the images in the ad campaign giving us a hint on Alexa’s latest line for the US brand.
Photos courtesy of Madewell