Alexa Chung is to be the new creative director of Italian footwear brand, Superga, it has been announced today.
The brand is celebrating 100 years in business, and has chosen the model-turned-TV presenter to front its celebratory campaign and signal its comeback.
The Italian tennis pumps have been around since 1911, acting as a staple item for casual style in the wardrobes of chic Italian women for more than a century.
The style icon will also be fronting their new Spring/Summer campaign as well as having creative input into the designs. Posing for the advertising campaign in denim high waisted shorts, a vintage dress and a floaty blouse, the star looked every inch the part. She told Stylist: “They’re the best for beachside fun but also ace with skinny black jeans. My fave are the pale pink ones.”
Chung first signed with the brand a year ago and since then the brand have fast become the choice of footwear; seen on everyone from Fearne Cotton and Sienna Miller.
Chung won the highly sought after ‘style icon’ prize at last year’s British fashion awards and her bag, the ‘Alexa’ is Mulberry’s bestseller, not to mention most wanted with a lengthy waiting list. As if that those aren’t enough fashion credentials, the fashion icon collaborated with popular US brand J.Crew and its sister store, Madewell with yet another successful collection.
Simon Bamber, CEO of GLinvest who owns the rights to the brand in the UK, says: “We are really excited to have Alexa be part of our story. She is one of the most influential style icons of our time and a huge Superga fan. I think her effortless style and personality suits our collection and brand so well.”
The news came on the same day as Kate Moss was announced as the new face of Mango. It’s an exciting day for fashion collaborations.