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Alexa Chung to be Superga star

Superga, the Italian trainer brand, has signed TV presenter and model Alexa Chung to front a new campaign to mark its 100th anniversary.

The ads will launch in February and are part of a drive to increase the brand’s presence in the UK. Superga specialises in vulcanised pumps and its 60 UK stockists include Manchester premium indie Oi Polloi and footwear indie Rift Shoes in Chiswick, west London. Chung was previously the face of Pepe Jeans until autumn 10, but the denim brand has replaced her with former Sports Illustrated model Anne Vyalitsyna for its spring 11 campaign.

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