Lacoste Fragrances has signed British style icon Alexa Chung to front its new female fragrance, launching globally in January 2011. The brand feels her “youthful charisma, witty persona and chic individual style make Alexa an intuitive fit and an perfect inspirational model” for young female fans. The 25 year old New York-based TV presenter and model, is the first female celebrity to be signed as the face of a Lacoste fragrance.

“I’m very flattered that Lacoste invited me to model for its new female fragrance. I’ve always liked Lacoste’s casual chic image, so I’m excited to be representing the brand in this new campaign,” Chung says.

“We”re delighted to be working with Alexa as an ambassador for Lacoste as she perfectly encapsulates the brand’s youthful, modern image: stylish and vivacious with a free-spirited aura, she exudes an effortless dynamism that makes her the perfect fit with Lacoste,” says Tim Sayler, associate marketing director for Lacoste Fragrances.

Alexa is currently based in New York where she recently fronted her own magazine-style show for MTV. She can currently be seen in the UK’s E4 Channel presenting a second series of Frock Me alongside fashion designer Henry Holland, in which the duo offer tips on how to make the most of your wardrobe.