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ROLL UP, ROLL UP: Maje transformed the gilded salons of the Ritz Paris into a miniature funfair for a party on Tuesday night in honor of its new face, British “It” girl Alexa Chung. Lou Lesage, accompanied by her father Pierre Emery on electric guitar, performed a short set of nostalgic-sounding French pop songs in front of a foosball table.

Chung, sporting a braided updo, gamely posed with a dove on one shoulder. It turns out the bird was also her costar in Maje’s fall-winter campaign, shot in a Paris metro station in the early hours. “It was really eerie down there, but it was really nice,” said the television presenter and ambassador for British fashion.

This story first appeared in the June 21, 2012 issue of WWD. Subscribe Today.

Maje creative director Judith Milgrom said she picked Chung for her effortless chic. “It’s really love at first sight,” she said. “She’s a chameleon. She has a way of wearing designs that is very personal.” So could Chung follow in the footsteps of Maje’s previous brand ambassador, Vanessa Traina, and design a capsule collection for the brand? “I hope so — really,” said Milgrom.

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