Model and 'style icon' Alexa Chung has been announced as the face of L'Oréal Professionnel's in-salon hair colour brand INOA.
The London Fashion Week ambassador and TV presenter has been chosen by L'Oréal Professionnel to the face of its in-care salon range, INOA. The 29-year-old and her head of tousled hair will front the mocha shades of the line.
SEE: Famous L'Oréal models through the years
Chung, a front row regular at the shows, said she was "delighted to be working with such an iconic brand", adding: "L'Oréal Professionnel is behind some of the amazing looks on the catwalks in London and Paris so I'm really excited to join the team.”
New York-based Alexa currently stars in the advertising campaign for Maje and is working on her first book.
IN PICTURES: Alexa Chung's fashion hits
Chung will star in a print campaign from June, but sadly she won't be joining Cheryl Cole and Eva Longoria in muttering the much-loved company slogan "Because I'm worth it" as adverts for the range won't be broadcast.
Don't worry Alexa: L'Oréal obviously think you're worth it anyway.
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