Alexa Chung helped Mulberry reach record profits with their 'Alexa' bag, has designed successful lines for Madewell and is currently the creative director of Superga so it was only a matter of time before she decided to launch her own line and by the sounds of things, that's exactly what she plans to do.
'In this current era of celebrity no one believes you can actually design the stuff anyway, even though I sketch everything myself,' she said in an interview in the latest issue of Numero magazine. 'So if it sucks I can say I had nothing to do with it, and if it's really good I can say, 'Here are the drawings, it's all my own work!''
Aside from my trusty Converse, trainers aren't something I wear but Superga has swayed me. The Italian sneaker company is doing really well. First up they brought Mary-Kate and Ashley Olsenon board as creative directors of a special line for The Row, back in January Alexa Chung was announced as the creative director of the main line and last week they opened their first American store in SoHo. Alexa Chung was out and about recently pushing the S/S12 collection, which is currently available on Shopbop.
When they received the best womenswear brand award for The Row at the CFDA Awards earlier on this week, it felt hard to remember Mary-Kate and Ashley Olsen's Disney days. While the brand has long been a go-to for editors and celebrities, the award cemented their position as being at the helm of a legitimate brand that deserves to be taken seriously. As CFDA president Steven Kolbtold Fashionista, 'They were patient and did it right.' This has served them well both with their own lines and partnerships.
Last week Superga, the Italian sneaker brand that the pair have a collection with, hosted a party to celebrate the launch of their first American store in SoHo. Steve Madden, who is responsible for the big launch and has worked with the twins for the last five years on their Elizabeth & James shoe line, complimented their attention to detail. 'They're very demanding, they're very tough,' he told Fashionista when asked what it was like to work with them. 'They want what they want and so we worked hard to get that done.' But it's this exacting standard that he says is their strength. 'They are a pain in the ass. But they're very good though.'