Alexa Chung is one of fashion's most endurable It-girls, happily bestowing her ineffable cool upon brand after brand without losing her luster. So we were surprised to hear that the British TV personality is being relieved of her brand-repping duties at Superga in favor of another rising star: Rita Ora.

The Italian shoe company's choice to snag yet another bonafide British street style star seems like an obvious one, since Alexa's two-season stint at the brand proved to be quite a success. Superga even asked Ms. Chung to serve as creative director of her second campaign in addition to modeling in it. But Rita has quite a different aesthetic than Alexa's -- is Superga looking to mix things up a bit?

Rita has become known as Jay-Z's protégée, but she caught the fashion world's attention with her signature bleached-blond hair, red lips and unconventional, eye-catching style (some have even accused her of copying Rihanna's look). So if the brand is looking to change directions, they've certainly found someone who's sure to garner attention from a new demographic.

But don't think Alexa has become old news. In fact, the former model had to end her role with Superga due to "TV commitments in the USA," according to Superga, so we're sure she was happy to pass the torch to Rita. Plus, this gives her more time to focus on her forthcoming clothing line and book.

We know we'll definitely be keeping an eye out for Rita's Spring/Summer 2013 Superga campaign, but what about you? Do you think the singer will be able to fill Alexa's canvas sneakers?

To bid Alexa Chung adieu from Superga, take a look at some of her best style moments!

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