In 2017 Alexa Chung launched her eponymous label, following several successful collaborations, campaigns and musings for some of the world’s most recognisable brands, including her first campaign with Superga® in 2011. At the heart of ALEXACHUNG the vision is “to create great clothes for great women”. Incorporating her intuitively sharp style, a combination of Parisian chic mixed with a New York edge, the clothes and accessories reflect her wondrously eclectic personality.
Alexa Chung’s collaboration with Superga® began in 2011, when she was the brand’s Ambassador; and since Alexa’s love for Superga® never died she returned to design her own footwear collection with Superga® for Spring Summer 2018. The campaign was shot in Los Angeles, and captured both Alexa and Superga®’s long standing collaborative spirit.
Alexa has reinterpreted the classic Superga® silhouette (2750, mid cut and mule) with different textures and colours. The design process combined a range of distinct fabrics; varnish, satin, cotton and terry towel and feminine tones including off white, burgundy and sky blue. The result is a combination of classy and rock‘n’roll, where ALEXACHUNG essence shines through with timeless Superga® styles.
“My mother wore Superga®’s when I was growing up so for me they’ve always been a classic shoe and something I have incorporated into my daily wardrobe for years now. It has been wonderful to return to this brand as a designer working on a collaboration for this season because in the past Superga® were one of the first companies to let me art direct a campaign for them. It feels a lot like coming home.”Alexa Chung
Alexa collaborates with Superga® to develop a collection dedicated to women, reinterpreting the classic Superga® styles (2750, mid cut and mule) with different pattern and colors. She create shoes that people want to wear combining distinctive fabrics (varnish, satin, cotton and terry towel) and feminine tones like cream, purple and light blue. The result is a combination of classy and rock‘n’roll, where ALEXACHUNG signature style interacts with timeless Superga®.