Alexa Chung for Vero Moda (Again)

So aside from the fact that these are lovely pictures of our girl Alexa Chung, this is an interesting tie up with Vero Moda that deserves a nod. Vero Moda is a somewhat stuffy European label that has used Alexa over the past year to move from this brand positioning to one that is arguably fashionable, border-line hipster. I mean, that is some kind of brand shift I have to say.

Shooting images for their campaign in hipster-ville, Williamsburg, New York - where Alexa now resides - is next level canny.

As is allowing Alexa to style herself to some extent - to pull through her own very recogisable style into the brand and let her work their pieces up to look like this.

As is making the most gorgeous brogues I have seen for a long time.

As is timing the launch of the new campaign with the lanuch of Alexa's new TV show in America, 24 Hour Catwalk.

So it is a solid 'very well played' that must go out to Vero Moda. And a heartfelt sorry to my readers like Cynthia who are not on board with my book club mate. It's ok. I would never excommunicate you for hot loving Alexa. Victoria definitely, but not Alexa...