Fashion icon Alexa Chung is the new face of Pepe jeans

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Alexa Chung will be the new face of Pepe Jean London’s spring summer range

Natural style icon, Alexa Chung, has been announced as the new face of Pepe Jeans London, following in the footsteps of the likes of Kate Moss and Sienna Miller. Starring in the London brand’s spring summer range, the 26 year old model, TV presenter and long time other half of Arctic Monkeys’ front-man, Alex turner, will bring much needed reinvention to the Pepe Jeans style.

From a market stall in London’s Portobello Road, Nigerian brothers Arun, Nitin and Milan Shah built up the Pepe Jeans company into the global name that it is today based on the quality of their products and the cutting edge photography they employed in their material. With such a cool history, it’s good to see the Pepe Jeans brand backing up it’s impressive history with the addition of Alexa Chung.

Though she’d look good in potato peelings, her unique, offbeat style will hopefully bring new life to a fashion label that had sort of fallen off the radar in recent years. Alexa will also be the cover girl for next month’s (March 2010) Vogue Magazine, so Pepe will start to benefit from Chung’s fashion credentials straight away.

On a duff note, however, Alexa’s MTV show, It’s on with Alexa Chung, was recently cancelled, but when you’ve just been voted top of the Vogue style list, you’ve got to take the rough with the smooth.