Alexa Chung for Me & City SS12 ad campaign

It is another day, and another ad campaign from Alexa Chung. Following on from the news yesterday that she is the new star of Maje's SS12 campaign, Alexa has also been tapped by Me&City to front their latest ads. The British TV presenter reprises her role as the face of the Chinese fashion label after previously modelling for the brand's Autumn 2011-12 campaign. Alexa was photographed lounging beside a pool situated on a cliff top at a private residence. With the blue of the water from the pool and the ocean in the background, these photos by Kai Z Feng are quite bold. Posing in a series of casual separates for Summer, she also features in a studio photo shoot which consists mostly of primary colours - red, blue, and yellow.

In case you weren't aware of this very cool retailer, last year they also teamed up with Julia Restoin-Roitfeld (daughter of Carine Roitfeld) to create a 20-piece capsule collection. She produced items such as a black leather dress, cashmere jumpers, and floor-length evening dresses, which she modelled for the ad campaign to promote her collection. Described as a H&M or Target, Me&City are considered fairly reasonably priced for fashion in Shanghai. Definitely one to put on your shopping list for any future visits to China!

In the meantime, take a look at a behind-the-scenes video of Alexa's ad campaign for Me& City below.

Alexa Chung for Me & City SS12 ad campaign

Alexa Chung for Me & City SS12 ad campaign

Alexa Chung for Me & City SS12 ad campaign

[via Sassisamblog]