Pepe Jeans London is delighted to announce Alexa Chung as the face of their Spring Summer 2010 advertising campaign.

Alexa's TV career began in 2006 when she co-hosted irreverent music shows, festivals and movie specials. In 2008 Alexa began to host more fashion orientated programs, interviewing designers such as Jean Paul Gaultier, Karl Lagerfeld and the likes. Alexa was awarded the ELLE Style Award and Glamour Magazine Award for 'Best TV Presenter' in 2009.

Chung left the UK in April 2009 to pursue a presenting career in America where she has her own show 'It's on with Alexa Chung' weekday afternoons. The show is a mix of celebrity interviews, music and interaction with her live studio audience and viewers to the show.

Contributing editor with British Vogue, Chung came to attention of the fashion press world over for her distinctive and eclectic sense of style. She has graced the covers of many high profile fashion magazines and is a regular on the best dressed list globally. Often seen in the front row of international fashion shows, Alexa Chung has most recently fashionably topped Vogue's Style and fashion list.

Commenting on the new face of the brand, Country Head, Pepe Jeans (India), Chetan Shah says, "Alexa Chung with her distinct sense of style is the epitome of fashion. This internationally acclaimed British model is enigmatic, brilliant and beautiful. And we at Pepe Jeans London strongly believe that this well accomplished woman is the perfect choice for the brand."

Moving away from international larger than life style icons, Pepe Jeans London adds a dash of British spice and high fashion flavor to its existing brand image, by signing style icon; Alexa Chung. While featuring Chung and male models Tom Guinness and Boyd Holbrook, the bright and airy campaign images are beautifully captured by the famed fashion photographer Tom Munro. The concept is clean and polaroidesque in layout, inspired by the great portrait photographers. Simplicity is the key.