Alexa Chung says style is all about how you put ideas together.

The 29-year-old presenter - who is hailed as a fashion muse - claims it doesn't matter where clothes are from and thinks it's more important to play around with different looks.

She said: ''I don't think it matters where you get your style ideas from, it's how you put it together. Inherently, if you are emulating someone's style it's going to be different because you have a different attitude, face and haircut.

''I'm definitely very focused on the Sixties, that music scene. I play different characters and that's why I like clothes.''

The trendy star is the first to represent luxury retailer in a series of film and portraits for website, which is profiling a fashion icon each month to discuss their fashion musings and advice. launched in 2006 and is home to coveted brands - including Valentino, Balenciaga and Saint Laurent - which are often worn by Chung, and her effortless style and expensive taste made her a fitting choice for the company's launch.

Susanne Botschen, the site's founder, said: ''I was instantly impressed by her grace, intelligence, humor and wit, that and the fact that she wore the perfect shoe with her Christopher Kane dress.

''The women series will appear monthly exclusively at and feature inspiring women from the worlds of fashion, art, music and culture.''