Lacoste may have lost its head designer, Christophe Lemaire, to Hermès this month, but it has signed Alexa Chung to model for its upcoming fragrance.

The 25-year-old currently fronts Pepe Jean’s spring/summer campaign and worked as a model before becoming a TV presenter for Channel 4’s T4. Chung co-presents her own show, Frock Me, alongside British designer Henry Holland. Mulberry recently credited the young style icon for hugely boosting company sales, following the release of an Alexa inspired satchel bag.

She recently won the Editor’s Choice category at the UK Elle Style Awards and was number one in British Vogue’s Best Dressed List 2009.

“Her youthful charisma, witty persona and chic individual style make Alexa an intuitive fit with the Lacoste brand and the perfect inspirational model for its young female fans,” the label said in a statement released June 11.

The campaign will be the first of Lacoste’s to feature a female celebrity face. The perfume is set to launch in January next year.