Colab Alert: Joan Collins for Alexis Bittar!

05 February 2010

joan collins

Now, here’s the thing; we think we might have uncovered the single best designer/model collaboration of all time. Ever. Knocking David Beckham’s Armani pants into a cocked hat, and raining all over Twiggy for M&S’s parade, this stylish marriage comes in the bejewelled form of Joan Collins for jewellery designer Alexis Bittar.

Alexis has just unveiled La Collins as the new face of his label for his Spring 2010 campaign. (Fans of his gorgeous retro-inspired jewellery include Alicia Keys and Jennifer Hudson and he also assisted Patricia Field with the jewellery for SATC, dontcha know.)

The story behind the collaboration is one of Grazia Daily’s favourite fashion tales of modern times. Alexis describes the concept as being conceived out of “a six degree level of separation” which started when, as a young boy in 80’s Brooklyn, he suddenly found that his first name was synonymous with Joan’s character in Dynasty. Big eek, we imagine.

Fast-forward twenty years, however, and Alexis’ PR manager Pascale was having lunch with Joanie (as one does, darling) when she told him she’d lost one of her favourite earrings. Without Alexis knowing it, Joan had been an avid fan of his for a decade, and so the plan for her to front the brand’s new campaign was born. As Alexis tells it “I was with my friend Edwin who said, “You should have Joan be the face of Alexis Bittar. ‘Alexis for Alexis Bittar’!”

joan collinsjoan collins

We are barely able to imagine the level of high-octane glamour involved in shooting the campaign, and the resulting images are completely awesome. Joanie looks fa-abulous in Alexis’ supersized crushed gold cuffs, jewelled pyramid earrings and an enormous black and gold statement necklace.

Joan is also ‘delighted’ with the result, according to her blog (yes! she really does have a blog!) whilst Alexis (who we totally love) told Grazia Daily yesterday: “Not only does Joan embody the bold sensuality of the our brand, but more than any other style icon, she represents the decadent glamour of the 1980’s and exudes an unparalleled degree of confidence that makes women of all ages feel empowered.” Which is far, far more eloquent than anything that has come out of our mouthes so far today.
So, if you fancy treating yourself to a piece of Alexis' jewellery, (or if you need to nudge a certain someone away from wilted TESCO roses, pre-valentine's day) check out

- Alex Butt


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