Take one quite fusty Danish fashion brand, Vero Moda. Appoint coolest fashion it-girl Alexa Chung to be the face of the brand. Cue global gasps of horror. Shakes of head ensue as all agree it is a terrible idea. Launch images of new campaign featuring said it-girl. Wait.
Well that is what has just happened. Whether it was a decision to change aesthetic and trend direction by the brand that happened first, or the influence of having Alexa as the conduit of the brand, we will never know. But somehow it has worked. The Alexa details are in place — quirky, vintage, Peter Pan collars and references to fashion from other eras and styles. And it looks super.
