Pepe Jeans London has chosen Alexa Chung, the model and MTV VJ, to front its S/S 10 ad campaign.

Photographer Tom Munro shot the campaign in a clean Polaroid-style inspired by great photographers’ portraits. Simplicity is the keyword of the new campaign.

The British TV career of Chung started in 2006, when she anchored the irreverent music show “Popworld” for channel C4 and later became more popular on channel T4 anchoring festivals and movie programs. In 2008 she moved closer to fashion as a correspondent for “Gok's Fashion Fix,” interviewing important designers such as Jean Paul Gaultier, Karl Lagerfeld, Cristian Lacroix and Henry Holland.

In 2009 Chung received the ELLE UK Style Award and Glamour UK Magazine Award for “Best TV Anchorwoman.” In April 2009 left the UK for the US, where she currently anchors “It's On with Alexa Chung” each afternoon. Her show is a mix of celebrity interviews, music and interaction with audiences at home and in the studio.

Chung has graced several fashion magazine covers and is considered a glam icon.

—Maria Cristina Pavarini