Alexa Chung Unveils New Look For L’Oréal Hair

Alexa Chung has allowed us all a first look at the new shots from her L’Oréal Professionnel campaign for INOA colour by posting this soft-focus snap on Instagram.

Unveiling the image with the caption “Sneak peek @lorealprofuk shoot today”, the doe-eyed TV presenter has clearly been hitting the bottle as she’s seen sporting lighter locks with a subtle red overtone. We love! 

With her new hair gathered in a pretty plaited up-do (one that the whole of the LOOK office will no doubt be copying tomorrow…), the model made sure to add her Alexa stamp by leaving her heavy fringe loose with a few flyaway strands and tons of texture. Finishing off Chung’s romantic look was a smattering of dusky eye make-up and a vintage style powder-blue shift dress to really make her eyes pop. 

It was announced in February that Alexa would be joining L’Oreal‘s long line of celebrity ambassadors, including fellow brunette beauties Cheryl Cole and Eva Longoria, to promote their new hair colour brand.

Alexa said of the partnership: “I am delighted to be working with such an iconic brand L’Oréal Professionnel is behind some of the amazing looks on the catwalks in London and Paris so I’m really excited to join the team.”

And it seems she’s already loving her new role, tweeting later that day: “I hope I dye before I get old #inoacolour.” 

We can’t wait to see the rest of the snaps from the shoot (not to mention plenty more hair puns from Alexa…)

By Robyn Munson

Remember, you can buy the digital edition of LOOK magazine for your tablet or iPhone. And don’t forget to rate it in iTunes!