When MTV cancelled It's on With Alexa Chung, everyone wondered: Will the British TV personality stay in New York? And what will she do? Since then, she's hosted a party for Louis Vuitton and lent her face to Pepe jeans, but her new project will keep her here through the fall, at least. She's signed on to design a collection for Madewell. J.Crew, which owns Madewell, isn't one for celebrity (uninvited Obama endorsements aside), but CEO Mickey Drexler's asked Alexa to create a capsule collection, including lookbooks full of her sketches and inspirations. WWD's description makes it sound like the clothes will be marched right from her closet to the sales floor: tea dresses, polka dots, high waisted skinny jeans, wool jackets with lace, bomber jackets, etc. The collection will land in stores in late August, and Alexa will star in their campaign, too. Despite our general opinion of celebrity-meets-fashion design collaborations, this one makes sense. Madewell's target customer is Alexa's biggest fan, and maybe more importantly, she can afford to shop at Madewell. We look forward to lining up in August.