Fashion brand Esprit has named Brazilian supermodel Gisele Bundchen as its new face in a bid to reinstate its position as a style leader.
The inclusion of the Brazilian hottie in the new autumn-winter campaign is being seen as a part of a multi-pronged strategy that has been devised to lift the profile of the retailer.
The past decade saw the powerhouse brand of the '80s and '90s suffering a slump.
Head of retail and wholesale for Esprit in Australia, Sophia Hwang-Judiesch, admitted that Bundchen is a figure who embodies the elegance, charisma and naturalness the brand was trying to represent.
"She's not a girl, she's a woman with the natural Californian spirit of the Esprit brand," the Daily Telegraph quoted her as saying.
