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 advertisements 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 and is 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.