Pop sensation Sophie Ellis- Bextor is set to be the new face of a Belper-based hosiery giant Pretty Polly.
The singer has been unveiled as the the next Pretty Polly Girl and will lead the West Mill firms latest advertising campaign.
She joins the likes of previous ambassadors; Jade Jagger, Jemma Kidd, L’Wren Scott, Jamelia and Jessie J who have fronted the brand, which has been based in Belper since 2005.
Sophie Ellis-Bextor said of the new collaboration: “I feel very privileged to be the new face – or legs - of Pretty Polly, as tights have always been a staple part of my wardrobe both on stage and off,
“I love the way they can change or update an outfit and Pretty Polly is a brand that has been in my life for as long as I can remember.
“I love the fact that they’re still manufactured in the UK and working with the team on the new designs has been very special; interpreting my penchant for all things fun, quirky and retro perfectly - I can’t wait to start wearing them!”
The singer will display her envied legs - made famous on the Strictly Come Dancing ballroom floor - in a photo shoot to launch the partnership, and Sophie will be making her mark on the brand’s eclectic catalogue with a range of her own designs. The ambassador role will also help to launch a series of new designs during October and November, including a brand new collection – Flirty – on shelf from next month.
Newly released images have been released to launch the campaign, which pay homage to the firm’s iconic 30-foot poster in 1996 (pictured).
Sophie updates the look with a modern day twist to ‘put the fun, flirtatious, and stylish feel back into hosiery’.
Jane Gwyther, Legwear Marketing and Product Director at Pretty Polly said: “We are delighted to announce Sophie as the new Pretty Polly Girl. Her impeccable style and love of hosiery was a perfect match for the brand and she truly encapsulates Pretty Polly values – fun-loving, fashionable and British, and of course her great legs! So it’s a perfect partnership!”
The new range has been created to celebrate the best of British creativity with strong influences obtained from Sophie’s own vintage and folkloric styling, and will hit the shelves next year.
Pretty Polly employs 410 people at its Belper factory, where it makes 40 million pairs of tights, stockings and hold ups each year. Other stars who have been spotted donning the tights include Beyonce, Rihanna, Jessie J, , X-Factor girl group Little Mix and model Paris Hilton.