16.03.2018

Alexa Chung for Superga

Q&A with the British model, fashion designer, TV presenter, style icon and face of the new Superga campaign

Alexa Chung

Last year Alexa Chung launched her eponymous label, following several successful collaborations, campaigns and musings for some of the world's most recognisable brands.

At the heart of ALEXACHUNG the vision is "to create great clothes for great women" incorporating her intuitively sharp style that's a combination of Parisian chic mixed with New York edge. 

Having shot her first campaign with Superga in 2011 Alexa Chung is back for 2018, and we have a short Q&A interview with the style icon as well as ways to work Superga into your transitional looks.

Alexa Chung

You were the face of Superga six 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 not only as the face 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.

Alexa Chung

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 ALEXACHUNG brand, not just me as a person, so there was team work involved.

Alexa Chung

Talk us through your inspiration behind the capsule collection? 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.

Alexa Chung

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.

Alexa Chung

How do you like to style your Supergas?

With jeans which sounds snoozy but looks great. I think they'd look great with cropped trousers too or maybe a miniskirt. Something that accentuates the play on proportion.

Personally I wear mine with dungarees or jeans and a denim jacket – full denim look but I guess part of the journey is allowing them to live outside of your vision, so I'm excited to see how other people incorporate them into their own personal style.

What are your favourite Supergas of all time?

I like just classic white ones with white tube socks and jeans. Classy and cool.

Alexa Chung

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.

Could you tell us 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.

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