Apr 12, 2011 12:00AM

Alexa Chung for Superga

A behind the scenes look at the sneaker label's centenary campaign.

Forget your Chucks, Air Yeezys and L.A. Lights. If ex-MTV presenter and all round clothes horse Alexa Chung has anything to do with it, Superga are the only kicks you'll be getting around in for the next season.

Having lent her achingly hip name to US chambray supremo Madewell and the UK brand Pepe Jeans, Chung has become a safe bet for sartorial cred among streetwear labels. Now utilitarian Italian footwear giants Superga have caught on and adopted Chung as the face of their rubber soled wonders.

The Superga brand was born in 1911, and since then has become known for its iconic 2750 sneaker ? think the Dunlop Volley's chicer European cousin. In celebration of a century, they have projected a fresh face onto the heritage label in the form of Chung. She has proved an enthusiastic ambassador, stating "I hope I'm that cool when I'm 100!"

One thing's for sure ? if any legs are going to make a pair of rubber sneakers look positively must-have, they're Alexa Chung's.

Check out Superga's photo shoot with Alexa Chung below!

Words by Lillian McKnight