If you're a fan of Alexa Chung's signature style, with its generous helpings of plaid, shearling and peter pan collars galore, then you're in luck, today you can get your hands on a limited edition bag designed by Alexa herself. The release of the bag celebrates the 5th year of AMEX's small business initiative in the UK, and its quaint gingham print plays to the idea of small-town artisanal charm while remaining calmly cool in its simplicity.
For Chung, supporting small independent businesses has always been important, she was brought up in Hampshire,shopping at the local butcher or the village store. But shopping habits change over time and the megabrands that we become so used to buying from are often difficult to dislodge from their positions of comfort.
Chung knows this from experience: she set up her own small business – independent fashion label ALEXACHUNG – earlier this year. It's fitting, then, that American Express would turn to a model-turned-business-owner when looking to collaborate. The company’s Small Business initiative, founded back in 2010, encourages shoppers to take a break from the high street and “shop small”.
All the profits from the bag's sales will be going to Sarabande, the foundation established by Lee Alexander McQueen which supports up and coming innovators. You can pick up the limited edition bag at alexachung.com.