L’Oreal have announced that their new ambassador is the one and only… Alexa Chung! The Chungster is going to be the first ever face of L’Oreal Professionnel’s in-care salon hair colour line INOA. How VERY exciting!

It’s hardly surprising that she has bagged a big time campaign, as the style icon is known forher signature hairstyle – loose waves accented by a shaggy Birkin-perfect fringe and ombre dye. She is adding the role to her bulging fashion CV which includes Young Style Ambassador for the British Fashion Council and three-time winner of the British Style Award at the British Fashion Awards.

Alexa Chung for L’Oreal

Before you get all excited to hear Alexa’s take on the line ‘because I’m worth it’ and to see her hair flip, the campaign will only be run in print. Alexa said about her new role with L’Oreal: ‘I am delighted to be working with such an iconic brand. 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.’ She is joining an impressive group of L’Oreal campaign stars, including Cheryl Cole, Gwen Stefani and Gwen Stefani.

For her campaign shot (above) Alexa’s hair was styled by colourist Jose Quijano from Neville Hair & Beauty who used shades from the new Mocha SS13 collection which launches this April. Jose said of her look for the campaign: ‘INOA MOCHA shades are the perfect colour choice for Alexa. The results are brilliantly polished and with natural multi-tonal reflect which suit her style!’

Love Alexa’s hair See our tips for how to get her look in the gallery below…