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The 'Retro Modern' Vogue China July 2010 Editorial With Alexa Chung

 - Jun 17, 2010   Updated: Jun 16 2011
References: vogue.cn & fashioncopious.typepad
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.