Alexa Chung for Superga

The century old Italian runners brand Superga has upped its style creds of late having hired three of the coolest people in styleville to endorse their luxe plimsoll.

First, the Olsen twins were appointed creative directors for Superga last year. And for spring/summer 2012 they’ve launched a collection of co-branded trainers under their label The Row.

And it’s not only the States that the luxury tennis-shoe brand is conquering with style credentials.

To celebrate their 100th anniversary this year, they’ve gone even further by asking a self-confessed Superga fan, Alexa Chung, to front their SS12 ad campaign!

Chungers loves to wear them for beachside fun but also with skinny black jeans. ‘My fave are the pale pink ones', she's quoted as saying.

Superga already collaborated with Alexa in March of 2011 but for this summer’s collection, they’ve given her free reign to style the tennis shoe shoot how she wishes. The result is sure to result in some upercool laid back style and the images for the campaign are due to be released later this week.

We’ll be vying for a pair of these canvas lace ups in navy, will you?

Availability in Ireland: €45-€62 + pp at Littlewoods.ie

Availability the UK from My-Wardrobe €48 + pp