Boy oh boy! The Chung strikes again! This time, Alexa Chung has been announced as the new face of Maje and will appear in the French label's fall 2012 campaign.

The Chung strikes again! Yes, Alexa Chung is back with a fresh gig. This time, the 28-year-old British model, TV presenter and fashion designer became the new face of Maje for fall 2012. "Elegant yet edgy, her attitude reflects a personality that is both glamorous and rock 'n' roll," the brand stated.

Maje's creative director Judith Milgrom explained why they chose Alexa for the French label's fall/winter 2012-2013 campaign. "It's really love at first sight," she said. "She's a chameleon. She has a way of wearing designs that is very personal." As for Alexa, the style icon confesses she feels super-excited with her new project. "I am thrilled to be the face of Maje for their autumn/winter 2012-13 campaign," Chung told Vogue UK. "It's a brand I love and wear, so to be asked was a huge compliment."

We already know that Alexa is extremely hardworking when it comes to fashion and style tasks. And there are loads of evidences in this sense. The renowned It girl proved she has writing skills as contributing editor of British Vogue, but also the ability to host a live show as TV presenter and reporter for Frock Me, Thrift America, 24 Hour Catwalk.
However, Chung is mostly known for her modelling career appearing in campaigns for Lacoste, Pepe, DKNY, Vero Moda, and Superga. Oh, and did we mention that she designs for Madewell?

Vogue's Anna Wintour has described Chung as "a phenomenon" and we now see she was right. For Maje's upcoming campaign, Alexa was photographed by Glen Luchford at the Porte des Lilas metro station in Paris. The black and white photos taken early in the morning and evoking a Sixties heroine will be released in magazines in September. "It was really eerie down there, but it was really nice," Chung said.

Alexa Chung for Maje

Alexa Chung for Maje

Photos courtesy of WWD