Alexa Chung Named New Face of Longchamp

French accessories label Longchamp has a new poster girl—the gorgeous Alexa Chung! The 30-year-old British model and television host recently signed on to star in the brand’s Spring 2014 campaign.

Fashion photographer Max Vadukul shot the stunning advertorials, which feature Chung driving a vintage convertible around Saint-Tropez with windblown hair—and the latest Longchamp accessories. Chung will also star in a film for the brand directed by Jean-François Julien. The video feature will debut during New York Fashion Week in Feb. 2014.

“We intend luxury to be part of the everyday life of an active, dynamic, cosmopolitan woman—a woman who loves fashion, but is not a fashion victim,” Marie-Sabine Leclercq, Head of Global Communications at Longchamp said in a statement. “Alexa Chung totally represents that vision. She is smart, sparkling, stylish — the ultimate embodiment of the movement and energy that are at the heart of Longchamp.”

Photo credit: Longchamp