For a company born in Italy, trainer gurus Superga sure have an obsession with us Brits. After announcing London poster girl Alexa Chung as the face of the brand in February 2011 the label went on to collaborate with British designers Giles Deacon and Henry Holland on must-have collections. And now, following the announcement that Miss Chung is leaving her role as ambassador 'due to TV commitments in the USA' Brit singer Rita Ora is stepping up as the face of Superga's Spring/ Summer 2013 campaign.
Alexa played a key role in celebrating the brand's centenary, and she was even asked to take on the role of Creative Director and stylist in the second of two campaigns in which she appeared. So how will relative newcomer Rita cope with stepping into the presenter's sneakers when the new collection is unveiled in March?
The singer's signature street-luxe style has already bagged her an ASOS magazine cover and led to comparisons with fellow street style stars Rihanna and Gwen Stefani. The star, who grew up in West London, was discovered by legendary rapper Jay-Z and is set for international success after notching up three UK No.1 singles and a No.1 Gold debut album as well as a performance at her Jay's 'Made In America' festival.
The MOBO nominated artist is in good company as the face of the Superga. Not only is Alexa a former ambassador, but style icons and fashion designers Mary-Kate and Ashley Olsen were also announced as co-creative directors of the brand earlier this year.