Gerry Weber may have its problems at the moment with ongoing losses and the departure of its retail chief last week. But the company was upbeat Monday as it announced Eva Herzigova as its new face for the autumn/winter 2017/18 marketing campaign.

The company said that the 44-year-old model and resident of London “represents character traits that modern, style-conscious women can without a doubt identify with.” It also said she brings “character, style and elegance” to the brand and that she emphasises the “premium standards” of the international label.

The shoot for the campaign shows the supermodel in looks that are a world away from some of the more sexy looks on which she first rode to fame. Instead, she’s seen in a more relaxed selection of smart day and casual pieces with a focus on strong colour statements contrasting with the Côte d’Azur background.

The collection, which is available from September, is ultra classic, although the combination of fuchsia and red gives the ‘hero’ chaser sweater and pleated skirt combo an edge. Meanwhile the accented use of rhinestones and matte surfaces that are contrasted with glossy coatings, metallic effects, velvet and sheen also add extra interest.

The company has released the full shoot in advance of the campaign’s launch, along with a behind-the-scenes video. The brand clearly wants to make the most of its new face and Herzigova also appeared in star pieces from the collection at the Gerry Weber Open, that was won by Roger Federer, on Sunday.