Alexa Chung is the new face of Longchamp

Alexa Chung has her hands in everything lately, from a makeup line for London-based beauty brand Eyeko to the recent release of her first book, It. She somehow finds the time to get back to her modeling roots now and then, and she signed on as the face of Longchamp for Spring 2014.

Shot in St. Tropez by Max Vadanul, Chung's campaign goes hand-in-hand with a major milestone for the French brand: the 20th anniversary of its classic Le Pliage bag. Chung is following in the footsteps of another perennial "It" Brit who served as the face of Longchamp season after season, Kate Moss.

WWD revealed that Chung's campaign will include a short film that will debut during New York Fashion Week as well. We can't think of a better woman to star in this anniversary campaign: We doubt that Longchamp needs any help selling its timeless Le Pliage bags, but Chung has a proven record when it comes to making a handbag she promotes fly off the shelves. (Mulberry's Alexa, anyone?)

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