She's starred in campaigns for Superga, Vero Moda and Pepe Jeans but now Alexa Chung is lending her face to Maje. This week the presenter was unveiled as the brand's latest face at an event held in Paris and now the first images of the Fall 2012 campaign are out.
The Glen Luchford-lensed shots come in black and white and 'were shot in the early morning at the Porte des Lilas subway station in Paris are meant to evoke a Sixties film heroine,' WWD reports. 'Elegant yet eddy, her attitude reflect a personality that is both glamorous and rock 'n' roll,' the brand said in a statement. 'It's really love at first sight,' Maje creative director Judith Milgrom said. 'She's a chameleon. She has a way of wearing designs that is very personal.'
While the economy in Europe might look better today than it did six months ago, there's no denying that we're not quite out of the storm just yet. On the contrary, things aren't all doom and gloom for it is this storm that is serving contemporary brands really well. Today accessible brands like Zadig & Volatire, Sandro, Maje and Comptoir des Cotonniers that are gaining serious traction. Sandro, for example, is expected to take in €200million this year compared to €15 million back in 2007. Not bad for a brand that has been criticised for not breaking new ground, eh? Along with Mother of Pearl, Gallery 4 is helping to fly the flag for the contemporary accessible brand on this side of the pond.
Recently I caught up with Louise Rhodes, the brand's head designer, to find out more about the line and see the full collection and was instantly I was sold. 'When I was given this opportunity I really wanted to create a high-end product with accessible prices,' she said - and she is definitely onto something. As the wealthy pull back on their spending and the former high street purchaser looks for quality and a return on their investment, it is brands like this that are really helping bridge the gap. 'All of my friends want something like this because we don't necessarily have the money to get the pieces we want.' And it's true. As a fan of all things Scandinavian I was instantly drawn to the boy-meets-girl minimalist aesthetic of Rhodes' clothes. Unlike other brands like this who are riding the minimalist wave at the moment, Gallery 4 is available at a fraction of the price without compromising on quality.
At a recent talk in Browns L'Wren Scott said that for her, it's all about helping her customers build their wardrobes rather than indoctrinating them with trends and that's a sentiment that Rhodes clearly proscribes to. With Louise it's not all about tapping into trends. Instead she plans to rework their prints whilst building on their signatures. With that said, expect wardrobe staples like simple blouses, blazers and shirt dresses to come reworked with a modern twist that will hold you in good stead season after season.
When you're wrapping up this winter we know it's not all about keeping warm. The only way to keep the cold out this season is with oversized textured pieces. With knitwear the only rule is the chunkier the better. Quirky cut out detailing or shaggy fringing will add to the textured style of this trend. Leather, suede and fur compliment the knitwear by continuing the textile theme. Larger than life snoods and scarves are a must and you could even take up knitting, either way it's all perfect to keep you toasty this Christmas.
