The canvas shoe of choice: Superga enlists Alexa Chung

Alexa Chung’s favourite footwear brand, Superga, are joining forces with the fashion icon once again.

Founded in Turin in 1911, Superga is now more than a hundred years old. The brand was born when Walter Martiny began producing rubber-soled shoes under the name Superga  – this signature shoe became the Classic Superga 2750 Heritage style. After the war, Superga reopened with a mission: to bring high quality footwear to the people of Italy and the 2750 was established as the People’s Shoe of Italy.

Following the brand’s successful centennial anniversary shoot featuring Alexa last year, Superga have asked Alexa back, but this time, the trend-setting fashionista was asked to model and act as Creative Director for their Spring/Summer 2012 campaign.

Superga’s instructions to Alexa? “Go create!” Given free reign, Alexa gave creative direction on the shoot for the brand’s mainline collection, set in Miami, with renowned photographer Guy Aroch.

The campaign captures the fun and carefree lifestyle associated with the brand and Alexa paired the iconic 2750 sneakers with outfits of her choice to reflect her own personality.

Superga’s 2750 aims to be the canvas shoe of choice and its ubiquity proves it is the perfect multi-purpose shoe. Comfortable and stylish, it can be dressed up or down and can even be washed for a vintage look, as Alexa proves in the campaign images – in other words, it’s the perfect shoe for summer!

An assortment of celebrity fans of the brand have all been spotted wearing Superga, from Twilight star Kristen Stewart to filmmaker Guy Ritchie. It’s because Superga offers the 2750 and other shoes in a wide range of colours, fabrics and prints for men, women and children – so there’s a Superga shoe to suit everyone.

 Khaleda Rahman

To shop Superga, visit their stand-alone store on Neal Street in Covent Garden or to shop online, visit their site here.