8 February 2016 - Janet Bird
Marks & Spencer has announced a collaboration with fashionista Alexa Chung that it hopes will resonate with younger shoppers.
TV presenter and model Chung, who is renowned for her style and fashion sense, will curate a 31 piece collection that will launch in April.
The 'Achieve by Alexa' range will draw its inspiration from the Marks and Spencer fashion archive. The collaboration is believed to be the first of a series of 'M&S andů' tie ups with celebrities.
Such ranges have proved successful for M&S in the past, with underwear collections fronted by models Rosie Huntington-Whitely and David Gandy both performing strongly.
The selling power of Chung is also well documented - the Mulberry Alexa bag, which she inspired, was credited with boosting the luxury brand's sales by 30 percent. And when she wore a M&S suede skirt last year, the item soon sold out.