Is Longchamp dropping Alexa Chung as brand ambassador?

By

Barbara Santamaria

Published
May 17, 2017

British fashion icon, television presenter and now designer Alexa Chung is being reportedly axed as a Longchamp brand ambassador for lending her name to “countless brands”.

Chung, who has worked with the French luxury brand for over three years, has collaborated in recent years with Mulberry, Marks & Spencer, Pepe Jeans, AG Jeans, L'Oreal, Madewell, Superga and Nails Inc. She is also currently working on her own fashion label which is expected to launch later this month.

A senior source from Longchamp told the Standard:  “Up and down the high street you can see that Alexa has lent her name to countless brands.”

“We’ve swapped. We’re going back to a real model. Authenticity is key and we think it adds more. Having a model seemed to make more sense.”

A spokesperson for Chung confirmed the decision to the newspaper, saying: “Alexa and Longchamp have enjoyed seven successful seasons together and mutually agree to move on for AW17. Alexa is focused on the much anticipated launch of her own brand Alexachung which launches on May 30.” 

The three-time winner of the British Fashion Award's Icon of the Year was also rumoured to be parting ways with M&S in February, however the British retailer denied the claims. Chung was brought in by M&S to curate two collections based on archive pieces.