The US denim company has been around since 1937, offering preppy Americana styles, but only hit our radar when we learned they’d snapped up fash favourite Alexa to design a range – Alexa Chung for Madewell.
‘Pretty original, huh?’ joked Alexa in a recent interview. ‘I’d wanted to call it Better than a Poke in the Eye, but I think we’ll save that for the buttons on the jeans.’
Expect laid-back, vintage-influenced quirky pieces similar to Alexa’s personal style, like high-waisted trousers, kicky swing coats, velvet shorts and Peter Pan collared ‘little girl’-style dresses. ‘I want to bring back 40s tea dresses, 60s mod dresses… I want to bring cute back,’ says the model and presenter.
Sign up at Madewell for updates and shop the collection online from September.
By Harriet Reuter Hapgood