Alexa Chung is a busy woman with a long resume, which includes everything from TV host, to model, to contributing editor at British Vogue. Now, the British darling is adding another title to her ever-growing credentials: guest editor for Tommy Hilfiger.
Not sure what the title of guest editor entails? Upon assuming the new role, Chung will be giving her two cents on her favorite pieces of the American brand’s fall offerings.
This month is the first month that she will be managing her favorites page and every month through January she will be selecting new merchandise to feature. The program launched Tuesday and to see the items that made the cut to appear on Chung’s top list simply go to tommy.com/alexachung.
Included in Chung’s must-have fall items for this month is a blue-tinted camo silk blouse, a black and white colorblock wool sweater and the always essential pair of leather leggings.
Alexa Chung has been a beloved dictator of street style for a while now and Mr. Hilfiger himself is very excited about bringing her onto his team this season.
“Alexa is the true definition of an ‘It’ girl – she’s cool, witty, smart and has a great sense of style,” Tommy Hiliger said in an interview with Women’s Wear Daily. “She knows how to mix of-the-moment styling with classic design for a unique look that’s totally her own. Alexa will give our customers an insider’s view of her must-have pieces from our seasonal collections, all presented with shoppable content on tommy.com and in select Tommy Hilfiger stores across Europe.”
While I myself am an avid fan of Chung and her work, her recent hire may raise a certain question for a company so hand-in-hand with the “American” image, why not chose someone that epitomizes, or simply hails from, our free nation?
While Chung undoubtedly has the credentials for the job and is a fashion-cult favorite, her selection by a company that is “a behemoth of an American fashion brand,” as stated by Chung in the same interview, may be more intentional than it seems.
If you take a look at the 10-K annual report of PVH Corporation, the conglomerate that owns Tommy Hilfiger, the company outlines its serious strides in a European expansion of the brand. In fact, Tommy Hilfiger saw a six percent sales increase in its European sector in alone 2013. Is this a coincidence, or a strategic move by a traditionally American brand looking to gain some points with its European consumers?
Either way, Alexa Chung is a great person for the job and, if all goes as Tommy Hilfiger may have planned, her favorite pieces might be popping up on European buyers everywhere this fall.
