Heidi's perking up Pringle image

SUPERMODEL Heidi Klum is to be the new face of Pringle knitwear. The German will feature in a series of raunchy ads.

Klum, 30, replaces fellow model Sophie Dahl in a further dramatic transformation of the once-dowdy group famed for its golfing jumpers.

Kim Winser, the former Marks & Spencer executive who spearheaded the Pringle revival, said: 'Sophie put Pringle back on the map. Heidi is about redefining the brand.

'The campaign is very dark and sensual and gives a new edginess to Pringle.' The appointment of Klum coincides with rapid international growth of the 188-year-old brand. On Monday, Pringle will open a New York showroom. A store in Taiwan will follow.

The label has attracted a cult since Hong Kong tycoon Kenneth Fang bought the business three years ago and installed Winser as chief executive.