M&S looks to Alexa Chung archive collection to drive sales

M&S is launching a collection inspired by its archive in Leeds in a bid to drive fashion sales.

With more than 850 stores throughout the UK, the store’s history dates back to a penny bazaar opened in Leeds in 1884, and staff from the high street giant have been digging through its fashion archive for a 31-piece ready to wear women’s collection to be launched this month by TV presenter Alexa Chung.

The retailer is banking on the 32-year-old’s style credentials to revive its flagging fashion offer, following the announcement last week of another quarterly fall in clothing and home sales by 2.7​%.

New chief executive Steve Rowe ​has said that increasing sales at the group’s clothing division is his “number one” priority.

Ms Chung recently took to the tills to meet customers and present Archive by Alexa, which features reimagined and updated vintage and retro pieces found within the extensive M&S company archive held at the University of Leeds.

The collaboration saw Ms Chung and the M&S design team select and bring archive pieces from the 1940s and onwards back to life for 2016, using modern fabrics and processes, plus an updated colour palette to create a contemporary womenswear collection with heritage touch.

Ms Chung said: “I have always had an affection for Marks & Spencer. There was something very touching about looking back through the British fashion and social history for which M&S is synonymous.”

Key pieces include the Ada blazer, £49.50, a navy double-breasted jacket with gold buttons. Ms Chung has already been seen wearing the Frances trench coat in luxe olive, taken from an original Fifties’ gabardine trench. These, and quirky printed pieces including the vivid paisley print Eliza dress, remastered from a Fifties’ apron, are expected to sell out quickly.

Belinda Earl, style director for Marks & Spencer, said: “Working closely alongside Alexa on this project was such an exciting way to develop a collection as it was more about rediscovery than design. We were physically able to look back through the decades and redefine the aesthetic of this collection; toying with influences from the Forties, Sixties, Eighties and even the present day; highlighting how timeless and relevant style and quality can be.”

The archive, one of the richest retail history collections in the country, comprises more than 70,000 items and materials charting more than 130 years of fashion and company history, and includes written records, staff publications, photographs and films, garments and household products, design and advertising material among many other valued artefacts.

M&S chief executive Mr Rowe said: “It was a hugely insightful experience allowing Alexa full access to our company archive. Marks & Spencer’s history is vast and quality design has always been paramount; therefore using our expertise and classic designs and Alexa’s unique eye and approach to style, our collaboration was born. A new womenswear collection, curated by Alexa, with heritage firmly at its heart.”

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