We are not surprised about the news of UK cult brand Pepe Jeans signing off Alexa Chung as its new face. After all, we did include the fashionista among our 2010 Trend Forecasts as the “it” girl to watch.

TV presenter Alexa Chung will front Pepe Jeans Spring Summer 2010 collection and joins an impressive list of previous celebrities of Pepe Jeans’ campaigns, including Kate Moss, Ashton Kutcher, Sienna Miller and Cristiano Ronaldo – whom we recently unveiled as the new male face of Emporio Armani Jeans & Underwear Spring Summer 2010.

Thrown into the fashion spotlight at age 16, Alexa carved out a reputation as an in-demand model before turning to TV presenting. Hailed for her geek-chic look and quirky fashion sense – Alexa appears alongside male models, Tom Guinness and Boyd Holbrook for the Pepe Jeans SS10 Collection photographed by Tom Munro. Keep your eyes out!

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