British ‘It’ girl Alexa Chung, 27, has put an English spin on the popular young Danish fashion label and retailer Vero Moda, reports Elle France.
Best known for her sense of style instead of her job as TV presenter, Chung returns to her modeling roots as the new muse of Vero Moda.
“We know that Alexa is the perfect choice for Vero Moda,” said spokesperson Katja Hundrup, “and we feel certain that the collaboration will take Vero Moda to a higher level and provide our brand with an added value since she is more than just any model and appeals perfectly to our target group.”
Allan Nielsen UK manager for the brand added: “Alexa Chung is very relevant to the brand and we feel we couldn’t have picked a more influential face within the industry.”
A fashion leader, Chung is the former face of Pepe Jeans, Superga, Lacoste perfumes and New Look. She recently signed on to represent the Danish brand and the campaign will be officially unveiled in November and run until July next year.
The first images featuring Chung have just been shot in New York and are not yet available for release.
Vero Moda, which is owned by Danish brand house Bestseller, is sold in the UK through independent boutiques and retailers.
Chung follows in the footsteps of supermodels Helena Christensen, Claudia Schiffer, Christy Turlington, Kate Moss, and Gisele Bündchen.