Former model Alexa Chung has become the latest face of Lacoste.

The TV presenter is to front a new campaign for the sportswear brand’s new female fragrance, which is set to be launched next January. The adverts will be the first of Lacoste’s to feature a female celebrity face, and sources believe Alexa will do the brand justice.

“Alexa will be perfect in the role and will bring a new audience to the Lacoste product,” a source said.

The 26-year-old beauty is in huge demand in the fashion world at the moment and currently fronts Pepe Jean’s Spring/Summer 2010 campaign as well as having a Mulberry bag named after her. In February, Alexa also launched her debut clothing collection for store Madewell.

“Madewell’s vision is kind of the same as mine. They like laid back styles, they like kind of relaxed clothes - classic, timeless things. So when they asked to collaborate, it was a perfect fit,” she said, commenting on the designs.
The collection had a heavy 60s influence with tea dresses, denim, high waisted skirts and velvet. She also insisted on bringing some British style to the assortment with the pairing of socks and sandals.