‘Tracked’ is a brand new, edgy collection from ‘Alyx’ focusing on the whole perspective of ‘less is more’. Aimed at women ages 18-25, this collection contains items from underwear to body suits and basic apparel. This collection’s slogan is ‘undress to impress’ which can be seen in our look book for spring/summer 19. This sub-brand was created to fill the gap in their market which is the underwear section. Alyx look books to date have a dystopia, alien like feel, which is also portrait in this new collection, except it is intensified. Tracked was created to sell affordable, high end, trendy garments that can be worn during the day and on a night out.
From underwear to dress and jackets, Tracked has covered every garment possibly needed for a night out or a night in with your friends or a significant other. This sub-brand aims to appeal to the younger generation who are looking for under garments that are wearable for around the house, and going out, but at a reasonable price. In the current market for under garments (this includes underwear, body suits, bralets/bandeaus etc.) everything I typically overpriced for a low-quality item that looks and feels tacky which is where Tracked comes into play, offering new, seductive and stylish undergarments.
The collection encourages people to be more brave and confident when wearing the clothing. The collections colour palette is bold, bright and unique. The main trend supporting this collection is Dark Wonder and Psychotropic, which incorporates a lot of dark neon’s and iridescent.
Currently Alyx have their own website, Instagram page and Facebook page, however, Tracked will come away from this and have its own social media pages, featuring on Alyx’s Instagram briefly to make it known to the public. The brands logos ‘undress to impress’ and ‘you never know who’s watching’ come from the vibe of the collection. However, the second logo was inspired by government tracking, which is also where the name of the sub brand derived from. A lot of research into tracking and being followed went into the making of this brand as this is a strong topic globally right now, so it has been used as a way of creating a successful brand with an interesting background. Tracked will have its own separate section on the Alyx website which will contain current trends and influences, new releases and look books so the clients know how to style some of the more daring pieces in the collection.
Although Tracked was created for women, if this collection proves popular, then Tracked will release a menswear collection either under the same name or a brand-new collection with similar principles and designs. Aside from this, there will also be a social media hashtag, #TrackedbyAlyx (which can be used on twitter and Instagram) in which people can suggest items they would like to see appear in the collection, or any input for a future in the menswear collection.
From the team at Tracked, we hope you enjoy the new collection and enjoy wearing the pieces just as much as we enjoyed creating them.
