Surprised may be an understatement to describe our initial reaction to news that Helena Christensen had been cast as the new face of Not Your Daughter's Jeans. But on second glance, the partnership with the newly abbreviated NYDJ makes perfect sense for a brand looking to breathe new life into its designs while not alienating the core audience. Established labels, like St. John and Ann Taylor (below), have long turned to new faces during periods of rebranding.
A contemporary of the jean label's customer base, Helena is also a mother, and while we don't imagine the supermodel will have to take much advantage of NYDJ's "Lift Tuck Technology" (have you seen those legs?), we agree that she, like the jeans, is a perfect fit.