The Style Icon Alexa Chung becomes the Face of Superga for their Centennial Anniversary
Alexa Chung, British model and TV personality, elected “Style Icon 2010” at the latest Fashion Awards and already defined by fashion magazines as the “best-dressed woman 2009 and 2010”, will team up with the Basic Group becoming the new face for Superga. To celebrate Superga’s centennial year anniversary, Alexa has chosen to wear, as icon of her everyday wardrobe, the historical 2750, a must-have for all those to whom style is a daily choice.
It is no coincidence that also in the United Kingdom, the iconic sneaker is selling like hot cakes in cult stores, such as ASOS, Flannels and Oi Polloi, as well as on the famous fashion website my-wardrobe.com.
Superga was born in 1911, when Walter Martiny established a public limited company, which in 1925 began producing canvas shoes with vulcanized rubber soles, the iconic 2750s. The brand joined the Group in 2004.
Already a fan of the Italian brand, Alexa posed for an exclusive shoot featuring the iconic 2750. And, to capture the brand’s essence and character, she added her personal touch to the shoot with her styling and by playing with a look that perfectly matches simplicity and style.
Alexa’s decision to start this partnership on occasion of the centennial anniversary of Superga is a positive novelty factor to Superga. She is one of the most influential style icons of our time and a huge Superga fan. Her effortless style and personality suit the brand and the collection that she is going to wear in a very natural way.
Superga Q1Q2 2011
The Superga Q1Q2 2011 Collection has been developed by BasicSamples, the Style Research & Development Department of BasicNet S.p.A., the Turin-based company owner of the historic brand, which since 1925 has been producing the Superga 2750: the first canvas shoe with vulcanised sole.
BasicNet has consolidated the brand, whose name and tradition were associated worldwide to the Italian shoes, thus enabling Superga to take on the role of “People’s shoes of
For Q1Q2 2011 Superga presents a complete Men’s, Women’s, Unisex and Kid’s collection.
The new seasonal proposals of the 2750 highlight the great attention paid to the search for new materials, fabrics and colours, both for classic and brand new models: beside the 51 plain-coloured versions, the new models feature cotton with shaded effect, stone washed cotton, studs and crystals, pure Italian linen (plain and patterned) and shirt fabrics in many different Oxford patterns.
The collection also features a broader range of moccasins, the new edition of the Superga volleyball model of the Seventies and, for the most fashionable women, high and low sandals and clogs and many different versions, rope-wedge shoes, fashionable ballerina and décolleté shoes as well as many other summer suggestions.
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