Alexa Chung gets to work for Mulberry as the brand turns 50 – WWD

LONDON – More than a decade after the launch of the Alexa bag, Mulberry took it a step further and asked Alexa Chung to create her own design for the brand as part of a series of projects marking its 50th anniversary.

The new Alexa capsule offers two styles, a roomy shoulder bag called the Big Guy and a compact pouch known as the Little Guy. Both were inspired by the 70s style of actresses Charlotte Rampling and Lauren Hutton.

“I welcome this extension of a relationship that has been going on for decades. We all love an origin story and something authentic, and I guess it doesn’t get more authentic than that, ”said Chung, who also designs an eponymous clothing brand in addition to pursuing a career in television. .

Both bags take inspiration from Chung’s style, menswear, vintage romance and British design.

“I wanted to create something that overlaps with what the bags mean to me personally,” and what they could become for another person’s wardrobe, she said. “I wanted to make sure he would endure, become a future classic.”

Thierry Andretta, CEO of Mulberry, said: “I am delighted to see his unique interpretation of the house codes in this capsule.

The collection starts at 795 pounds for the Velvet Little Guy, and goes up to 1195 pounds for the Shiny Croc Big Guy. The collection will be sold in stores around the world and through Mulberry.com.

The project is the latest in a series of 50^e anniversary collaborations known as Mulberry Editions. The brand is also working with Priya Ahluwalia, Richard Malone and Nicholas Daley, with capsules due out later this year. Everything was designed according to the label’s Made to Last manifesto which was unveiled on Earth Day 2021, and revolves around low-carbon use.

Ahluwalia, Malone and Daley each reinvented an existing Mulberry silhouette, in an effort to explore “what sustainable luxury craftsmanship can mean in the 21st century, with a focus on low impact manufacturing, innovative sourcing and product circularity, ”according to the company.