Alexa Chung for Superga: The It-Brit returns to drop a co-collection today
Alexa Chung's ability to parlay two minutes of fame into a long-lasting career deserves much applause. She's segued off hosting TV gigs into the business of influencing, and she now makes clothes too; her eponymous label expresses that distinctive vintage-tomboy-music-groupie personal style of hers. Despite the many hats, there remains one constant: Chung's affable and unpretentious disposition.
As she returns to front Superga one more time — her first campaign for the Italian sneaker label was in 2011 — this spring/summer 2018 season, Chung jumped in with both feet to offer a co-designed collection (with her label, ALEXACHUNG) of 2750s and mules to boot. But as with any endeavour of hers to come before this, nothing's changed — she's just as grounded, candid and witty as ever.
See Chung's campaign above, her Superga x ALEXACHUNG collaboration pieces below, and read on to find out what's the one thing most don't know about her.
Why do you think Superga and the ALEXACHUNG brand are such a great fit?
We have great soles. It's a punnnn! No ummm, I think because there's actual mutual love there.
You were the face of Superga 6 years ago: along with starring in the campaign you also art directed the shoot and video. What brought you back to work with the brand for SS18 not only as the face of, but also designing a capsule collection?
I think Superga was one of the first brands to allow me to art direct my own shoot so I will always be grateful for that vote of confidence from them. Superga is a brand I've long admired, worn and been fond of so the chance to work with such a collaborative and creatively free company again was something I welcomed.
How does the collection emulate the ALEXACHUNG woman?
I'm someone who has always gravitated towards the classics and it's one of the reasons I was first interested in Superga because my mother wore them and so for me they seemed evergreen. For this collection I wanted to celebrate the Superga originals that I wear the most but decided to make them off white with a little toe cap added to make them fresh and luxe without compromising the elements that make them Supergas. Aside from that I wanted the shoes to be playful and irreverent so we have made some in terry towelling we have backless slip-ons and cool satin high tops in sherbet colours.
How important is it to you to be involved in the design process?
I think when you put your name to something it's important to imbue it with your point of view and vision and that's difficult to do if you're not directly involved. People can emulate your essence and predict what you might like but it's never as authentic as when it's actually you doing it. This collaboration though, is with the ALEXACHUNG brand not just me as a person so there was team work involved.
If you had to describe your collection with a song, album or music genre, what would it be?
Eeepppp I don't know! Can't Touch This by MC Hammer just popped into my head but that's really a weird choice I guess this collection would sound like The Beatles. Instant classics. Is that really up myself? Soz.
What is your favourite piece from the collection and why?
I love the mid top off white Supergas we made because they're legitimately my dream trainers come true. Sometimes the hardest thing to do in design is to show restraint and confidence in more muted things and these I think are beautiful because they're so classic and minimal.
You've just accomplished the dream of creating your own brand: what role do accessories, and shoes in particular, play in your creative process?
It's all part of one big pie so I suppose shoes would be the base layer or topping because I tend to use them in terms of styling at least as something to finesse an outfit. In terms of how the mechanics of actual design works we usually approach shoes after the clothes so that we can make sure the look ties in and the footwear offers a counterbalance to the dresses or silhouettes. For me shoes really help ground an outfit and I use them to make something look more unexpected.
What is one thing that most people wouldn't know about you?
I spend most days answering questions about how things should be styled and most nights trying to figure out the answers. JKKKKK. I'm actually very good at making soup.
The Q&A was conducted by Superga. The co-collection is available at all Superga stores in Singapore and online, from 15 March.
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