Alexa Chung is the new face of Superga.

The British TV presenter has signed up to appear in a new campaign for the Italian trainer brand to mark the label's 100th anniversary and help give it a stronger UK presence.

Superga is known for its sporty preppy styles and chunky vulcanised rubber soles and the ads will launch in February.

This is not the first fashion campaign Alexa has been involved in.

Last year, she was named as the latest face of Lacoste's new female fragrance, with the perfume to be launched later this month.

The adverts are 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."

Alexa - who has had a Mulberry bag named after her - 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.