No more Alexa Chung collections says M&S

By

Sandra Halliday

Published
Feb 1, 2017

M&S has confirmed that it will not be launching another collection with Alexa Chung, telling Fashion Network that the collaboration had only ever been intended as a two-collection deal.

The confirmation followed a press report Wednesday that had suggested the termination was in response to poor sales of the autumn collection.

However, the spokesperson told us that it was known in October that the autumn collection, which debuted in-store in November, would be the last.

Chung is working on her own fashion collection that is expected to launch later this spring.

The company launched two Alexa Chung Archive collections last year that featured pieces from the chain’s own extensive back catalogue. They had been curated by the model-turned-celebrity influencer and updated by its in-house design team.

At the Archive collection’s launch last year there was a media blitz, with Chung herself serving customers in-store, and heavy social media activity. The collection received a strong press reception, with only a few dissenting voices.

M&S did not break out separate figures for the line but said sales went well. However, since the deal was signed, it had a major management and strategy shake-up. Current CEO Steve Rowe is more interested in a back-to-basics offer that focuses on quality and timeless classics that would appeal to “Mrs M&S”, rather than chasing trends.