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Replacing Alexa Chung as the new face of Superga is pop princess Rita Ora. She will make her début for the Italian trainer company in March 2013 when her spring/summer ads will break.

In February 2011, Alexa was announced as the face of Superga to coincide with the brand's centenary. She went on to front two campaigns the second of which she creatively directed. According to the shoe label Chung was unable to continue her role as brand ambassador due to her TV commitments in the US. Nevertheless she is "happy that the brand will continue with such a talented new signing".

Ora isn't the only young style maven to represent Superga. Earlier this year, Ashley and Mary-Kate Olsen were given the job of co-creative directors. The fashion tycoons updated Superga's classic 2750 lace-ups with a fresh new look. They were sold exclusively via Harvey Nichols for £250 a pop. The company has also previously collaborated with Giles and House of Holland.

[via Telegraph]