Jodie's a love goddess

For a model with a six-figure deal to advertise a famous high street store, Jodie Kidd has been wearing very few of their clothes.

But Monsoon's bosses are not complaining as she prepares to launch their spring/summer range today at their Marble Arch flagship outlet.

In her latest campaign for the retailer, Kidd sports only a tiny beaded shawl as she poses in a giant scallop shell.

The image portrays her as a modern-day Venus, goddess of love, in the run-up to Valentine's Day.

She has previously posed for the store as a modern-day Lady Godiva, lying on a horse in a London street, her modesty defended by a similar shawl. The aim of the new campaign, say publicists, is to create images inspired by iconic women of mythology such as Venus.

According to legend, the love goddess was born out of the foam of the sea, fully developed and with not even a shawl to cover her. Sitting on a shell blown by the wind, she eventually reached Cyprus.

A Monsoon spokeswoman said: 'It is a perfect expression of natural female beauty.' The company described Kidd's image as the 'ultimate beach goddess in a tropical beach paradise'.

However Kidd, 25, did not get a free holiday out of it - the scene was created in a London studio, with US fashion photographer Phil Poynter taking the pictures.

In other shots the model does manage to don more clothing, including flowery summer dresses, bikinis and T-shirts.

She said the shoot was an 'amazing experience', adding: 'We had a lot of fun - and I think the pictures are fabulous.'

Peter Simon, chairman of Monsoon Accessorize, said: 'Jodie is perfect for our summer Venus and she really embodies our spirit.'

The company celebrated its 30th birthday last year. Its first boutique opened in 1973 in Beauchamp Place, Knightsbridge.