Alexa Chung's Longchamp Ads Are Ridiculously Charming

After a recent book release and a Selfridges makeup collaboration, Alexa Chung may be one of the busiest "It" girls in the world, but that doesn't mean she's slowing down anytime soon. The 30-year-old British star has just been tapped as the new face of French accessories brand Longchamp, who is also celebrating the 20th anniversary of their most popular purse, Le Pliage.

Chung stars in Longchamp's spring/summer 2014 and autumn/winter 2014 campaigns, specifically for the new Escales collection. According to the label, it's "cheerful, colorful and bursting with energy," which is why they "needed a woman who was both chic and modern."

The charming campaign features Chung romping around St. Tropez, behind the wheel of vintage Fiat, standing barefoot by the water and walking through the city's brick streets. (No jealousy here as we're freezing our asses off.)

Chung's relationship with Longchamp began last September after she DJ'd at the brand's London flagship opening party. According to the label's communications director, "the whole team fell under her spell."

Perhaps this could be the beginning of Chung's longtime dream of launching her own fashion brand. Earlier this month, she shared her vision with Grazia, saying, "But you need loads of money to set up a label. It's quite complicated and I have no f**ing idea how you do it. But that's pretty much all I want."

Chung joins Kate Moss in the Longchamp family, who has been the brand's icon since 2006.