24 JULY 2003
The remarkable revival of Pringle knitwear continues to go from strength to strength after supermodel Heidi Klum signed up to become the company's new model. The German beauty will replace Sophie Dahl, who starred in the firm's last ad campaign, as the new face of Pringle.

"Sophie put us back on the map, Heidi is about redefining the brand," said fashion guru Kim Winser, who is spearheading the company's rejuvenation. "The campaign is very dark and sensual and gives a new edge to Pringle."

And Heidi certainly does show a provocative new side to the once-dowdy label - in one shot she appears wearing nothing more than a tassled scarf and a seductive smile. "It's nice but definitely naughty," said a spokesperson. "Heidi was chosen by Pringle as their new pin-up for her cheeky irreverent style and luxuriously svelte limbs. Perfect to wrap in cashmere."

The news of her appointment comes shortly after she replaced Sophie in the Peter Sellers biopic currently being filmed in London. The 30-year-old takes over the role of Ursula Andress after Sophie decided to pull out last month.