Alexa Chung is the new face of French clothing label Maje.
The TV presenter is ''thrilled'' to have been chosen to front the Parisian brand's new Autumn/Winter 2012-13 campaign which sees her star in a series of black and white 1960s inspired shots.
The 28-year-old beauty said: ''I am thrilled to be the face of Maje for their Autumn/Winter 2012-13 campaign. It's a brand I love and wear, so to be asked was a huge compliment.''
According to WWD, the images of the British beauty were shot this morning (19.06.12) at the Porte des Lilas metro station in Paris taken by top fashion photographer Glen Luchford and are reminiscent of a sixties film star.
Maje is favoured by fashion-forward French stars like Marion Cotillard and Vanessa Paradis for its edgy yet feminine look.
The company said in a statement: ''Elegant yet edgy, her attitude reflects a personality that is both glamorous and rock 'n' roll.''
Alexa - who split from Arctic Monkeys frontman Alex Turner in July 2011 - has previously fronted ad campaigns for Vero Moda, Pepe Jeans, Superga and Lacoste's 'Joy of Pink' fragrance.
The model-turned-presenter is a muse to fashion designers, and even has a Mulberry handbag named after her. She has also tried her hand at designing in the past for US label Madewell.