A few months ago, it was announced that her royal highness of edgy fashion, Alexa Chung, would be starring in, and creative directing, the Spring/Summer 2012 Superga campaign. Well, the campaign is out, and wow. Chung, who recently landed the role of ambassador for the British Fashion Council, teamed up with photographer Guy Aroch (a regular at British Vogue) and flew to Miami for the campaign. She took control of the art direction and the styling, using her own clothes to create a spread that perfectly captures the freedom of summer.
We already know that Chung has one of the most enviable wardrobes on the planet, so what really stands out here are the sneakers. High-end labels have embraced the sneaker—Isabel Marant’s being the most popular—but Chanel, Pierre Hardy and Christian Louboutin have also followed suit, covering the sporty shoes in python prints, studs, and gold leather trim.
As Chung told Grazia, “My mum wore Supergas when I was a kid. To me they were a classic, so I started to wear them.” After the brand spotted Chung wearing a pair of their camel lace-ups, they approached her about officially modelling them, which led to this campaign. “For this job, it mattered to them what I think, and I love that,” she explained. When you consider the inordinate success Alexa has had with her Madewell collections, she seems primed to overtake the footwear field, making the average Superga into summer’s must-have item.