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Alexa Chung for Madewell

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UNINTENTIONAL CHIC

New York: Perhaps influenced by sister store J. Crew’s recent successful collaborations, Madewell designers participated in FW2010 fashion week by having it-girl Alexa Chung design and debut a special fall collection. Chung is a well-suited collaborator for Madewell because she has the same taste as the store’s target customer — her sought-after style is part tomboy, part lady-like Brit, with a vintage feel all around. Boyish pieces like a railroad-striped overall jumper, a twill bucket hat, and worn-in sailor knits were styled with girly velvet, sweet bows and heeled sandals. The resulting ensembles were what Madewell customers feel comfortable in — easy youthful looks that manage to look individual because they mix and match elements from all directions. Although the looks are based on inconsistency, they all share the ability to make the wearer appear to be unintentionally chic.

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