Vivienne Westwood has always backed the fuller figure over size zero.
So Christina Hendricks, with her hourglass silhouette, is the perfect candidate for the face of the designer's new venture.
The actress will lend her infamous curves to Vivienne's jewellery range – entitled Get A Life - which consists of both couture and commercial pieces.
The 69-year-old designer is full of praise for her new spokesmodel.
"Christina is the embodiment of beauty," she said.
"Her style is just so complimentary to my designs. She has proved to be the perfect model for the campaign."
Christina is equally appreciative.
"Vivienne Westwood has always been one of my favourite designers, so it was a great honour for me to be asked to represent the collection," she said.
The jewellery is all crafted from Palladium, a natural white metal from the platinum family which maintains its colour and shape over time.
Photo: © Vivienne Westwood