Alexa Chung is back for another round at AG Jeans, and this time she won’t be leaving the scene any time soon. It girl Alexa has, in fact, replaced Daria Werbowy as AG brand ambassador, and will be featured in the label’s campaign for fall 2016. Werbowy’s collaboration with AG Jeans lasted for a grand total of four seasons, and the leggy model undeniably won the hearts of many AG fans. It won’t, however, be a too painful departure for Werbowy, since as soon as the brand revealed Alexa Chung’s one-year contract an incredible number of people literally breathed a massive sigh of relief.
Founded in 2000, the California-based label has always aimed at becoming a top-notch quality brand for denim clothes, outerwear and sportswear, finding at times it hard to actually break through the fashion industry. Both Chung and Werbowy had an equally huge impact on the brand’s success and helped it increase in sales tremendously. On the one hand, there’s Werbowy’s androgynous attitude, which surely helped the brand reinvent itself and let the model channel both AG menswear and womenswear proposals, while on the other hand we have what could be regarded as one of the 5 most famous It girls in the world who, last year, brought the button-front schoolgirl skirts, as well as long denim rompers from the Seventies back into fashion.
Chung’s latest partnership with AG Jeans gave the brand so many cool designs to be copied (just take, for instance, the button-front skirt) and helped a lot in increasing product sales, as well as the brand’s fame.
Regarding Werbowy’s departure and Chung’s addition, AG’s director of global communications, Johnathan Crocker told WWD: “Part of [Werbowy’s] brand is that while she can look beautiful and be glammed up in the DVF campaign, she can achieve androgyny with a cool look. Working with the likes of a Daria comes with great expense. We thought of other possibilities. […]There is something about Alexa where women want to be her. She walks this line of being very aspirational and very accessible. That is what we gravitate toward.”
Only time will tell if AG’s decision to focus on a more ‘accessible’ kind of beauty will bear fruit or not. As for Chung, instead, the young talented designer revealed to be “thrilled to be asked back to model the AG Fall ’16 campaign. I guess they missed me as much as I missed them.”
And while further details still remain unrevealed (such as the overall creative vision for the ad campaign or Chung’s budget), we know for sure that the Alexa Chung x AG fall 2016 campaign will be all about denim and, maybe, filled with Seventies inspirations (both regarding the setting and the outfits). Both Chung and AG Jeans have an endless passion for boho-chic ensembles, and we can’t help but bet the iconic duo is not going to stop releasing Seventies-inspired collections any time soon. As for the campaign, AG usually launches its pohotoshoots in April, with the pictures coming out in the August issues of printed magazines. It’s just a matter of time to see the first designs, at this point!
Photo courtesy of @AlexaChung