Model Helena Christensen has been hired by mail-order clothing company Boden.
Creative director Justine Tabak said that the decision was part of a new drive to appeal to a younger and more fashion focused audience.
Justine told the Daily Mail that "Helena epitomises effortless glamour, has her own sense of style - easy, casual, feminine."
The 43-year-old can be seen modelling cardigans, demure tea-dresses and floral blouses for the company - a marked difference from the clothes she has promoted in the past.
The model has previously been the face of Triumph underwear and Reebok sports clothes.
Justine added that "Helena's own style reflected the image that the collection portrayed - effortless, comfortable, subtle details and softer colours."
Photo: © Rex