Model Agyness Deyn is to front the latest Giles Gold collection for New Look, which will hit stores on March 19.
The peroxide blonde Mancunian shot the ad, which will be her first major high street campaign, last week.
Historically Deyn has been used by designer brands and she is currently the star of Burberry and Armani ad campaigns. She also dyed her hair bright orange for Giles’ London Fashion Week show last season and scooped Model of the Year at the British Fashion Awards in November.
The March drop will be the fourth Giles Gold collection for New Look and will go into 130 of its shops, including stores in France and the Middle East.
The range features eyelet-detail stripy and tattoo-print tops, macs with gradient stripes, corset tops, voluminous trousers, stripy sequined dresses and a multi-pleat pink dress.
A New Look spokesman said: “We had to find a face that was a little bit quirky, ultimately stylish and totally modern to fit the range. Agyness perfectly encapsulates New Look’s fun and fashionability.”
Deyn replaces Hollywood actress Drew Barrymore, who was the face of the launch of the Giles Gold for New Look collection in March last year.
Giles Gold is designed by Giles Deacon, who will produce at least four more capsule collections for New Look.