Oh Alexa, how the fashion brands must love thee. Not only have you sent Mulberry’s profits up, you’re now sprinkling your magic on Italian footwear label, Superga.

The brand was founded in Turin 100 years ago, originally set up to create shoes that active Italians would feel comfortable and stylish in. Roll on to 2011 and the brand is having a major revival (the Alexa-fronted campaign could possibly have something to do with this).

These pink classic pumps are the coolest way to do relaxed right now. Super-comfy and super-sturdy, you can practically live in these all summer – the canvas plimsolls have silver eyelets and a thick white rubber sole, embossed with a navy brand logo on the heel.

Best of all they come in a range of different colours to suit every mood.

Wear them with rolled up jeans and a striped tee on lazy weekends, or, alternatively, wear them the Alexa-way with floral summer dresses, denim shorts and floaty blouses.

Following on from Barbour, Church’s and Hunter, meet this season’s must-have heritage brand.

Superga Pink Classic Pumps, £40, available at my-wardrobe.com. BUY NOW!