Alexa Chung will be dropped as ambassador for designer handbag label Longchamp due to her association with “countless brands”.
The 33-year-old, who was once a presenter on children’s show T4, has represented the Parisian brand for three years.
She became the darling of designers enraptured by her looks — with many of them comparing her to Sixties icon Jane Birkin — and has contracts with AG Jeans, Marks & Spencer and Mulberry, who named a bag after her.
But a senior source at Longchamp told the Standard: “Up and down the high street you can see that Alexa has lent her name to countless brands.”
They added: “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.”
It is understood that Chung, who has two more seasons to promote under the terms of her contract, will part company with Longchamp in the autumn.
The split comes despite her close friendship with the wealthy Cassegrain family, who have owned Longchamp for three generations. She struck up the relationship when she was employed to DJ at the brand’s Regent Street launch party in 2013, which was attended by Mick Jagger. However, senior family figures are now said to think her endorsements of other brands are taking away from the authenticity of Longchamp. Chung also has her own eponymous collection out this month.
It was reported this year that the model had been dropped by M&S after launching two “archive” collections for the retailer. This was later denied. A spokeswoman for Chung said: “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.” Longchamp was unavailable for comment.
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