House of Fraser has today unveiled model Yasmin Le Bon as the face of its spring fashion advertising campaign.

The print campaign, which launches at the beginning of next month, features Le Bon wearing a selection of brands available at House of Fraser, including exclusive labels Linea and Untold.

It is the first time House of Fraser has run a fashion campaign of this kind. Brand director Matt Chambers said: “Her fashion credibility is second to none and we are confident that she will help move the perception of our brand forward as we improve our private-label offer and brand portfolio in line with our investment in stores.”

House of Fraser chairman Don McCarthy said: “When we bought the business, we talked about marketing adding excitement to our store image. Yasmin personifies this excitement and we are delighted with the collaboration.”

The campaign is part of House of Fraser’s ongoing development to take the brand to a more premium level. Le Bon is the wife of Simon Le Bon, the lead singer of 1980s iconic pop band Duran Duran.