Alexa Chung has been axed from Marks and Spencer.
Alexa Chung
The 33-year-old model collaborated with the longstanding retail store - also known as M&S - in February last year, which saw her launch her Archive by Alexa Chung collection followed by a second line, has been dropped by the company because her garments have been deemed "too fancy".
Speaking about Alexa's departure, a source told The Sun newspaper: "They were considered too fancy for your average M&S customer so bosses have decided to try something new."
And the brunette beauty is rumoured to be replaced by another ambassador in a bid to bring the brand "back to basics" with "more traditional designs".
The source continued: "They want to focus on bringing the brand back to basics with more traditional designs."
It has been reported if the fashion muse's creations had of been more popular with customers they would have discussed plans to sign Alexa on for a third collection.
The source explained: "If they flew off the shelves, they'd have tried everything to sign her up for a third collection."
However, another source has claimed Alexa was only ever set for a "two-season project", which was "never" going to be extended, and the slashed price tags of the garments from her capsule was "normal" and part of the "retail calendar".
A spokesperson said: "Alexa's collaboration with M&S was only a two-season project. A third was never part of the arrangement.
"The Autumn/Winter collections old very well with some pieces going into the January sale as is normal with the retail calendar."
However, the brunette beauty - who has recently joined forces with the luxury accessories brand Longchamp to star in their Spring/Summer 2017 campaign - is believed to be launching her own collection in May this year.
The spokesperson added: "She is working on her own collection set to be released in May."
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