Elsa Hosk has been unveiled as the new face of PrettyLittleThing as the online brand launches a new range of 'luxury inspired' outfits.
The Swedish model takes centre stage as the brand launches a curated collection of seven 'modern, elegant and tailored' party essentials in time for Christmas.
A new series of promotional images capture Hosk, 36, as she models three of the new designs, among them the beige plush faux fur maxi coat.
The mother-of-one clutches the coat to her bare chest, allowing it to protect her modesty while posing coquettishly for the camera.
In a second shot she accentuates her model physique in a black satin sweetheart neckline minidress, complete with matching tights and heavily tinted sunglasses.
A tasteful long sleeve lace wrap detail maxi-dress in rich burgundy adds a festive twist to the shoot, with Hosk modelling the look while reclined on a cream sofa.
'Elsa Hosk embodies modern elegance and timeless style, and I'm pleased to have her as the face of PrettyLittleThing's new collection,' said Umar Kamani, founder of PrettyLittleThing.
'This collaboration marks an exciting chapter for the brand, where quiet luxury meets effortless sophistication.
'Elsa's sense of fashion and charm make her the ideal ambassador to bring this vision to life. This is more than just a collection; it's a statement. We're redefining how fashion makes you look and feel—elevated, elegant, and inspiring.'
Hosk's unveiling comes more than week after the online brand teased a new ambassador across social media.
The model has also starred in campaigns for Dior, Dolce & Gabbana, Ungaro, H&M, Anna Sui, Lilly Pulitzer and Guess. And she has landed on the covers of Vogue and Elle.
A source told The Sun: 'PLT is going more high end, focusing on quality and raising the game in the style world.
'Her shoot will drop in the next few weeks in time for Christmas, with vintage vibes and faux fur.'
The highlight of her career has been working for VS. She opened the Victoria's Secret Fashion Show in 2016 and wore the Swarovski outfit in 2017.
She was chosen to wear the Dream Angels Fantasy Bra in the brand's 2018 fashion show, held in New York City.
The bra, worth $1 million, was designed by Atelier Swarovski.
The new PrettyLittleThing signing comes as Kamani vows to change the way the company works, after customers complained about 'poor sizing and poor quality'.
Speaking exclusively to MailOnline in September, the Manchester-based entrepreneur said he was personally working to improve customer experience after a post he'd made this week on the brand's Instagram account had prompted a raft of negative comments.
Kamani, who earlier this month made a dramatic return to the company more than a year after stepping down as CEO, had published an explanation as to why some some shoppers' accounts had been blocked, saying the company was losing money because a small proportion of customers were requesting refunds '100% of the time, or most of the time'.
The post sparked both supportive and negative comments, with some praising the brand for taking action, while others suggested there were other reasons behind the high return rate, such as inconsistent sizing and low quality garments.
The businessman said he had taken on board the negative feedback, saying: 'I'm not trying to shy away from anything.
'The size and the quality, if you're taking the approach of listening to the customer, which we are, isn't good enough and you can clearly see the frustrations in the posts. We have work to do as a business that cares about our customers.'
Speaking about his own ambitions, Kumani insisted his return to the brand has nothing to do with money.
He said: 'I'm not back here for money or anything else, this is personal, it's my baby, I built it from the start and I'm not happy to see the way the customer thinks about the brand, it's all personal for me.'
