Fashion icon Alexa Chung posed her little heart out in the 'Retro Modern' Vogue China July 2010 spread. Photographer Patrick Demarchelier captured the itty-bitty television presenter sitting on a stool in the corner of a dirty-walled studio.
Nicoletta Santoro styled Chung in high-collared patterned frocks and platform pumps. Hence the title, the influence for the ensembles in this editorial were indeed 'Retro Modern.'
Implications - For a company that wants to show it's on the forefront of pop culture cool, one of the best marketing moves a brand can make is by attaching itself to a rising star who hasn't completely reached ubiquitous mainstream status. By featuring this celebrity early, the company shows it helps create the movements, not follow them, and shows a commitment to originality in marketing.