Laura Bailey's new model

Model Laura Bailey is the new face of fashion label Jaeger.

The 31-year-old, who was once romantically linked to Richard Gere, will today become the company's chief ambassador in promoting its new image - a revival of the classic British style.

Her picture will be unveiled this week in front of the Knightsbridge store in Brompton Road. The move is part of Jaeger's relaunch, which marks a return to a more elegant look as modelled by Audrey Hepburn - a former face of the company. New owner Harold Tillman said the 120-year-old label had ostracised customers by becoming "too young".

With Jaeger, Bailey will be part of an ambitious plan to expand the brand across the world. Mr Tillman, who bought the chain in March and the American version last month, is in talks to distribute Jaeger throughout 900 shops in the Far East and an extra 171 outlets in Japan.

"We want to return to the classically British style that Jaeger became famous for," he said.