After two seasons of fronting campaigns for Italian fashion brand Superga, Alexa Chung's packed calendar — and "TV commitments in the U.S." specifically — means she's unable to continue as the label's face. Pop star Rita Ora replaces her, and will debut in ads released next March accompanying Superga's spring/summer 2013 collection. We're assuming now there will be some sort of "viral music video," because that's obviously why you hire a singer.