Helena Christensen the new face of mail order Boden
Boden's creative director Justine Tabak says they hired Helena as part of a new drive to appeal to a younger and more fashion focused audience with their clothing range.
"We wanted to choose a model that would showcase our casual clothing in a more modern, urban style," Justine told UK newspaper the Daily Mail."Helena epitomises effortless glamour, has her own sense of style - easy, casual, feminine."
In the shots, the 43 year-old models cardigans, demure tea-dresses and floral blouses. Christensen has a 12-year-old son and the brand are thought to want to appeal to yummy mummy set.
This is a collection vastly different to the clothes 43-year-old Helena has promoted in the past.
The model has previously been the face of Triumph underwear and Reebok sports clothes. Her Boden modelling contract marks Helena's own shift in personal style as she gets older. Justine reveals Helena loved the brand's Autumn/Winter collection of pretty prints, floral tea dresses, slouchy jeans and chartreuse cardigans just as much as they suited her.
"Helena's own style reflected the image that the collection portrayed - effortless, comfortable, subtle details and softer colours," Justine continued.
" She loved the clothes, particularly the new leaner cuts to the trousers and the soft drapey fabrics of the tops."