Marks & Spencer launches 'Archive by Alexa'

Alexa Chung's new fashion collection for Marks & Spencer has finally ben unveiled. Launced on Wednesday, "Archive by Alexa" is a 31-piece womenswear collection that breathes new life into archive pieces from the British retail chain's history, modernized for 2016.

The range covers fashion items with a nod to the 1940s through to modern-day styles, comprising classics such as a Frances trench coat taken from an original 1950s gabardine trench, and a vivid paisley print Eliza dress, which is in fact a remastered apron from the 50s. New fabrications and updated color palettes ensure that the line blends the contemporary with a heritage sensibility.

"I have always had an affection for Marks & Spencer," said Chung, a style icon in her native UK. "There was something very touching about looking back through the British fashion and social history for which M&S is synonymous."

Additional key pieces from Archive by Alexa include a floral "Misty Dress," ruffled tops, silky slips and an on-point pleated "Effie" midi skirt. There are also four footwear options, including a flat ballet pump, a chunky ankle boot, a strappy sandal and a crisp white sneaker. Prices range from £19.50 to £89.

The collection is accompanied by a campaign styled and modeled by Chung herself and shot by photographer Tom Craig, sees Alexa herself taking creative ownership of the mood and direction.

The project is the first in the new ‘M&S &' series, described by the brand as "a sequence of unique, exclusive collections in collaboration with some of today's most exciting designers, brands & fashion icons."

Archive By Alexa collection is available in 66 selected stores, internationally and online at www.marksandspencer.com