Alexa Chung is very very cool. This is not my choice of adjective . I have been told that people of my age should never use it except in inclement weather. This word now belongs to a different generation - so excited about M&S' collaboration with their fashion icon that they feel the need to emphasise the word. And to those that fear the risk alienating the core M&S customer I would like to say that even at my age I fancy shopping somewhere that can provoke a bit of excitement. We used to call it ladies fashions after all and M&S' history is built on innovation for the mass market. At 32, Alexa never appears to be trying too hard and looks just as good in flat shoes, sleeves and dresses - that is things we could all wear - as sky high heels. For me she represents the best of British fashion and so seems a perfect partner for our very British M&S.
Marks & Spencer has teamed up with fashion darling Alexa Chung in its latest bid to attract younger shoppers. Chung has helped create a 31-piece collection, to launch in April, inspired by the retailer’s archive. The collaboration came about after Chung helped turn a 1970s-style suede skirt into a fashion sensation for M&S last spring after she was photographed wearing it. The chain claimed demand for the suede skirt had helped sales even before it hit stores. M&S needs to attract younger shoppers after recording just one quarterly increase in clothing sales over the past five years.