British fashion designer, model and TV presenter Alexa Chung is announced as the face of the SS18 Superga^® campaign and designer of an exclusive capsule collection  

In 2017 Alexa Chung launched her eponymous label, following several successful collaborations, campaigns and musings for some of the world’s most recognisable brands, including her first campaign with Superga^® in 2011. At the heart of ALEXACHUNG the vision is “to create great clothes for great women”. Incorporating her intuitively sharp style, a combination of Parisian chic mixed with a New York edge, the clothes and accessories reflect her wondrously eclectic personality.

Alexa Chung’s collaboration with Superga^® began in 2011, when she was the brand’s Ambassador; and since Alexa’s love for Superga^® never died she returned to design her own footwear collection with Superga^® for Spring Summer 2018. The campaign was shot in Los Angeles, and captured both Alexa and Superga^®’s long standing collaborative spirit.

Alexa has reinterpreted the classic Superga^® silhouette (2750, mid cut and mule) with different textures and colours. The design process combined a range of distinct fabrics; varnish, satin, cotton and terry towel and feminine tones including off white, burgundy and sky blue. The result is a combination of classy and rock‘n’roll, where ALEXACHUNG essence shines through with timeless Superga^® styles.

"My mother wore Superga^®’s when I was growing up so for me they’ve always been a classic shoe and something I have incorporated into my daily wardrobe for years now. It has been wonderful to return to this brand as a designer working on a collaboration for this season because in the past Superga were one of the first companies to let me art direct a campaign for them. It feels a lot like coming home.”Alexa Chung

With Alexa love never dies.

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Superga^® is a brand of BasicNet SpA, the Company also owner of Kappa^®, Robe di Kappa^®, Jesus^® Jeans, K-Way^®, Sabelt^®, Briko^® and Sebago^®. BasicNet’s leader brands are present in the sports and leisure apparel, footwear and accessories market. It operates worldwide through an international network of entrepreneurs, licensees of the brands, which produce or distribuite the products. BasicNet offers to its network services of research, development, industrialization of the products and global marketing. All the company processes occur only through the Web, making BasicNet a “fully web integrated company”. BasicNet, with headquarters in Turin, Italy, is listed at the Italian Stock Exchange since 1999. 

Alexa Chung’s eponymous brand ALEXACHUNG launched in May 2017. The brand produces four seasonal collections per year and sits within the advanced contemporary category. Unfettered by the traditional fashion cycle, each collection is available at the turn of the season. ALEXACHUNG embodies her personality and intuitive sense of style, with the principle of making great clothes for great women. The brand curates its collections in a playfully subversive way; bending long established rules of silhouette, proportion and design. Its diverse offering of daywear, evening-wear, denim, shoes and jewellery is available in over 100 stockists worldwide and online. The brands e-commerce platform stocks the collection as well as exclusive pieces. The company designs, markets and manages distribution in-house at their headquarters in London.