News

April 20, 2016

MARKS & SPENCER ARCHIVE BY ALEXA CHUNG LAUNCH EVENT BY V+O

On Wednesday the 20th April, the day that “Archive by Alexa” was officially launched in the Greek market, top tier media representatives and core fashion audience had the opportunity to be the 1st to see in hand Marks &Spencer’s capsule collection in an exclusive open-day preview event.

The venue, The Image Gallery, one of the most historic buildings, situated downtown Athens, was the ideal place for the event, as it provided an exquisite, stylish retro and classy environment. 

Guests saw the collection and learned more on the story behind each piece with a creative historic description that accompanied each one, creating the feeling of a fashion exhibition. M&S team was there to welcome them and give them a tour around, giving them more behind the scenes information about the collection.

In the “lounge area”, the guests had the chance to watch the Archive by Alexa Chung videos on a screen to get some fashion inspiration while seeing and feeling the clothes. Then, they were asked to “do it like Alexa” -  to wear and create their own M&S outfit, with the help of M&S stuff and uploaded it on their social media using the #archivebyalexa. Guests also enjoyed an ice tea and a special M&S cocktail in a branded cocktail jar.

The event was a great opportunity to continue building on  M&S fashion credentials and modern character and further enhance relations with top media, digital influencers & fashion stylists. 

A Snapshot of quantitative results: 

• 114 editors in chief, fashion editors, stylists & popular fashion bloggers attended the event

• over 90 posts on FB

• over 243K people were reached by the SoMe buzz