Alexa Chung: Journey To the East

「Wu Wei in Motion」

"Sometimes it's not about chasing.
It's about waiting, watching, letting things unfold."

Let's Go East

On her journey east to Beijing—a city bold, fast, and alive, yet always revealing moments of pause—Alexa gathered souvenirs of presence rather than pursuit: textures, sounds, and stories that linger quietly like the moon above. Among them was an old bell she discovered in a small memorabilia shop, ready to travel with her back west.

Alexa Chung

"I've always liked the idea of going with the flow. Daoist philosophy calls it Wu Wei - but really, it just means, stop forcing things."

Alexa Chung, a British icon whose career spans model, writer, designer, and broadcaster, is known for her wit, effortless style, and instinctive eye for culture. She has always carried with her a sense of ease that resists being pinned down — not unlike the Daoist principle of Wu Wei. Her work often balances contradiction: sharp but playful, sophisticated yet approachable.

Wu Wei between
Songmont and Alexa

In this campaign, Alexa reflects on that balance through her own journey eastward. She speaks of Wu Wei not as something abstract, but as a lived rhythm — an invitation to stop forcing things, to move with life rather than against it. That lightness of being, coupled with her characteristic groundedness, is what drew Songmont and Alexa together.

This story resonates deeply with our philosophy at Songmont.

- To move with grace, not force. Like the principle of Wu Wei, our designs seek harmony — never overcomplicated, but attuned to life as it is.
- To carry what steadies you. Our bags are companions, built to hold not just belongings but also the quiet certainties of everyday life.
- To let beauty unfold. We believe design is not always about chasing trends, but about creating space for moments, connections, and reflection.

A Way of Being

Through this campaign with Alexa Chung, we wanted to express more than a style. We wanted to express a way of being: to flow lightly, to hold steady, and to carry life’s moments with elegance.

This is what Songmont means with the story Journey to the East.