She’s one of the biggest style icons the UK has to offer, she’s got her very own line for M&S and she even has a Mulberry bag named after her. As far as career success goes, we think Alexa Chung has the fashion industry nailed.

Well this season the model turned presenter and all round It girl is adding yet another string to her bow, as she joins forces with UGG to help them revive their classic sheepskin boot. In their very first creative collaboration, UGG has taken the fashionista on as Artistic Director, with the hope that her street cred will give the campaign a much needed boost. After all, we reckon Alexa could be photographed out wearing a binbag and suddenly everyone and their nan would be sporting one.

When asked about their decision to enlist Alexa in their latest campaign, UGG said:

“Alexa’s iconic perspective and creative aesthetic made her the perfect partner to capture the new Classic in a modern, contemporary, and yet very real, way.”

Alexa has been working on the launch of UGG’s Classic 2.0 boot, overseeing everything from the model casting, to the location and the styling. Shot by Ben Raynor the campaign  involved a series of portraits of women within the creative industry, including Alexa’s pals Coco Baudelle and Cleo Wade. The photographs were all taken in contemporary New York apartments, a far cry from the usual outdoorsy vibes associated with the brand.

Until now you’d be forgiven for thinking that UGG boots solely belong with a laid back jeans or tracksuit ensemble, however Alexa’s on a mission to squash this habit and has given the classic design a whole new lease of life, by pairing it with unexpected combinations, such as a tiered chiffon dress and a Jackie O inspired pink suit.

Speaking of the collaboration Alexa said:

“I’ve always appreciated classic items of clothing, and always been drawn to things that have a perennial appeal and I would say the UGG boot possesses that quality.”

She recently took to Instagram to share the news.

Monochrome moments a la @breez_lance. #ThisisUGG

A photo posted by UGG (@uggineurope) on