So aside from the fact that these are lovely pictures of our girl Alexa Chung, this is an interesting tie up with Vero Moda that deserves a nod. Vero Moda is a somewhat stuffy European label that has used Alexa over the past year to move from this brand positioning to one that is arguably fashionable, border-line hipster. I mean, that is some kind of brand shift I have to say.

Shooting images for their campaign in hipster-ville, Williamsburg, New York — where Alexa now resides — is next level canny.

As is allowing Alexa to style herself to some extent — to pull through her own very recogisable style into the brand and let her work their pieces up to look like this.

As is making the most gorgeous brogues I have seen for a long time.

As is timing the launch of the new campaign with the lanuch of Alexa's new TV show in America, 24 Hour Catwalk.

So it is a solid 'very well played' that must go out to Vero Moda. And a heartfelt sorry to my readers like Cynthia who are not on board with my book club mate. It's ok. I would never excommunicate you for hot loving Alexa. Victoria definitely, but not Alexa...