Naomi Campbell has been revealed as the new face of Newbridge Silverware.
Making the announcement at a press conference in Dublin attended by the model, Newbridge CEO William Doyle described her as one of the most instantly recognisable faces and personalities of our time, the woman who "put the word super into supermodel".
The investment in Ms Campbell (45) , who is currently the face of La Perla, the Italian luxury lingerie brand and Burberry, will cost “in excess of €200,000” according to Mr Doyle who said the move was intended to enhance the brand’s profile internationally.
“We will have the right to approved images for the next two years for print, campaign and point of sale,” he said.
It is the first time the model has represented an Irish brand.
She will feature in all press advertisements for the company which have been shot in Ireland.
Wearing a black dress by Alexander McQueen, Ms Campbell said she was proud and honoured to be the brand's new face.
“I’ve known about Newbridge for a while. We’ve been talking since the beginning of the year and I also know about Newbridge because I used to live in Dublin and I know the craftsmanship and the work and the designs. The craftsmanship that goes into what you do is amazing,” she said.
She added she would do everything she could to promote the brand.
Ms Campbell arrived by private jet from London on Monday with an entourage of ten people including make up artist, publicist, manager, stylist, hairdresser and security.
She said she caught up with old friend Ali Hewson on Monday night.
Asked about Amy Huberman, who was the face of the brand up to now, Mr Doyle said her contract had come to an end.
"Amy has made a major contribution to the evolution of our brand as have previous faces like Yasmin Le Bon and Sophie Dahl. And it is the nature of brands as they evolve that we need to continue to be creative and this is the new face of the evolution of the brand and we're very excited for the future," he said.
He added that Ms Campbell would launch a ‘very significant new development’ in design in October.
Mr Doyle is known for having paid extravagant prices for pieces for his Newbridge Silver Museum of Style Icons like the €250,000 paid for two Grace Kelly dresses in 2007 and another €120,000 for one worn by Audrey Hepburn in Breakfast at Tiffany's the same year.
“All these items have increased in value in the interim and items like these are now becoming sought after by investors from China, India, Russia and the US who see them as investment products like works of art so we were fortunate to get in when we did,” he said.
One of the six models of her generation dubbed “supermodels” by the fashion industry, Ms Campbell cited yoga, pilates, water, sleep and avoiding too much sugar among her beauty tips.
“I try to eat well and it’s just balance. I mean I enjoy my life but I try not to overindulge,” she said.
She named Philip Treacy and Simone Rocha among her favourite Irish designers as well as the Edun label founded by Ali Hewson.
She said she hoped she would be in Dublin a lot more through her role with Newbridge.
