Lacoste Loves Lexi

BATD ON Jun 10, 2010 AT 4:32 pm

Alexa Cheung is the new face of Lactose

Alexa Cheung is the new face of Lactose

Alexa Chung has become the latest face of Lacoste.

The British TV presenter is to front a new campaign for the sportswear brand’s new female fragrance, with the perfume 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.

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

The 26-year-old beauty is in huge demand in the fashion world at the moment and currently fronts Pepe Jean’s spring/summer campaign as well as having a Mulberry bag named after her.

In February, Alexa also launched her debut clothing collection for US store Madewell. Commenting on the designs, she said: “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.”

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.

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