Not sure about you, but I struggled to 'get' Vero Moda until recently. I couldn't work out whether it was going for the low or high market and I could never work out the quality of their products either. Anyway, with Alexa Chung getting involved, I, the gullable consumer, am a new fan. Lots these shots which were taken in Alexa's own area of New York (she lives there, dontcha know) in Williamsburg.
They really seem to have thought about Alexa's boho style when they launched this campaign - love some of the dresses. They look quite vintage-y and antique which is great news for me, as I am still a bit anti-buying-vintage (sorry!) as I worry about where the clothes have been, how often they were washed, if someone died in it..! So I can buy new stuff from Vero Moda, and everyone can think I am cool and brave and stylish, buying vintage from boutiques in the East End - when really I haven't gone any further than Oxford Street. Phew.
South Molton St Style