Alexa Chung has been dropped as the face of Longchamp. The TV presenter and model was first tapped by the French luxury leather goods company in late 2013, with the British beauty starring in numerous campaigns for the label.
However, the partnership has now come to an end, with a senior Longchamp source explaining that Alexa's growing portfolio with other brands, including her soon to launched namesake label, is the reason behind the split.
"Up and down the high street you can see that Alexa has lent her name to countless brands," the source told Britain's Evening Standard newspaper.
"We've swapped. We're going back to a real model. Authenticity is key and we think it adds more. Having a model seemed to make more sense."
The news may not come as such a shock to Alexa, who is dating Big Little Lies actor Alexander Skarsgard, as in December she questioned why Longchamp keep working with her.
Talking to the Standard's weekly magazine, ES Magazine, she previously shared her worries that her modelling for the French brand wasn't quite up to scratch.
"I don't know why they continue to use me, but it's been nice to have worked alongside a brand for that amount of time," she confessed.
"(On a recent shoot), suddenly I was like: 'I bet they're wishing they had a sort of Christy Turlington type.' The type of vibe that it was, I felt ill-equipped to pull off. I was doing an impression of a '90s supermodel to try to get in the zone. I had to do it in character; pretend to be really sexy for once. In order to pull it off, I had to look like I was seducing the camera."