Alexa Chung for Vero Moda: yay or nay?

24 August 2011

What a treat it was to see the delectable Alexa Chung modeling for Madewell yesterday. The new campaign for Autumn / Winter 2011 oozes retro chic thanks to a collection of high-waisted shorts and lace tops. As littlemunchkin commented, ‘Alexa totally suits the Madewell vibe’ - unsurprisingly so considering she crammed the range with her trademark Chung-ness.
So you can imagine our excitement upon hearing another brand has bagged the Brit beauty for their campaign. Does this mean more vintage girliness? Can we expect another splash of kooky coolness?
Err, possibly not. Vero Moda, who have today unveiled Alexa as their new face, is a Danish womenswear brand that doesn’t immediately strike us as an obvious match for the style icon. Yes, AC would look hot in a potato sack but having had a browse through, we're struggling to picture her in *ahem* these:

Befuddlement. Meanwhile, a spokesperson for the brand is delighted, ‘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.’ Hmm, perhaps V-M are planning on whipping up a retro-inspired range especially for Chungers? Besides, there's no mention of Alexa designing her own pieces for the brand (as she did for Madewell) and admittedly, the selection on ASOS of patterned dresses with cute collars and butterfly print blouses does look more Chung-esque, especially when teamed with sandals + socks and a wide-brimmed hat.

According to Drapers, the campaign images have already been shot in New York so for now, we’ll save our verdict for when the campaign drops in November. In the meantime, we want to hear YOUR thoughts about the partnership...

- Jessica Vince


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