Oh goodness. Two of our favourite things brought together in matrimony: Britain’s girl in New York, Alex Chung, and cult make-up brand Eyeko. 

I thought something might be up when I spotted a photo on Alexa’s Instagram last week in which she had taken a close-up selfie of her eye, complete with THE most textbook perfect cat flick liner in a shiny black shade. And she’d @eyeko. Now it all makes sense. As reported this morning, she’s been selected as the new spokesperson for the cult beauty brand, Eyeko.

It’s a brand we’ve liked for yonks. Not only for its slightly off radar positioning but also because they make the best liners and mascaras known to man. Richly pigmented, encased within innovative packaging (mascaras in squeezy tubes is genius) and all in shades you really would wear like midnight blues, 

As partner of the brand, Alexa will also be advising the founders, Max and Nina Leyland, on new launches and designs as well. And while they adore her for the charm and charisma we’ve all come to love, more importantly they felt that she shared the same passion as they do. ‘She’s an eye freak like us,’ Max explained. ‘She’s as obsessed as we are.’

‘It’s a creative relationship,’ Alexa said. ‘I send images and different inspirations to Max and Nina and we go from there. It’s quite free form at the moment.’

‘She’ll email us in the middle of the night and say ‘Hey, what about this, such a cool name for a product’’ Nina added. ‘I don’t think it would work if we weren’t on the same wavelength.’

Which is exactly why we think this match-up is going to be an out and out winner – two adorable totems of British eccentricity things coming together in perfect harmony. More of the Instagrams please, Alexa