It Girl Alexa Chung has been named the new face of French handbag label Longchamp.

The 30-year-old British model follows in the footsteps of Kate Moss and Coco Rocha to front the brand.

She will star in both spring/summer and autumn/winter 2014 campaigns. The adverts were shot in St Tropez by Max Vadukul.

"For the new Escales collection, we needed a woman who was both chic and modern," said international communications director, Marie-Sabine Leclercq.

"Alexa Chung is the woman who embodies it the best. Her enchanting gaze, which is very strong and very present, gives the campaign a lot of personality. She has energy and confidence."

Chung signed the lucrative deal with Longchamp after meeting Leclercq at the label's flagship store opening during London Fashion Week.

"The whole team fell under her spell," said Leclercq. "She immediately had a real vision and made a very on-point contribution to the looks for the shoot. There was such a synergy and an energy that we all went home delighted with this initial experience of her."

Although it will be her first time in a handbag campaign, Chung had a hugely successful carryall named after her by Mulberry. The bag flew of the shelves when it was launched in 2009.