Sophie sizzles in shoes

The last time Sophie Dahl fronted a nationwide billboard campaign, the image was a striking one - and, to many, deeply offensive.

Her explicit pose for Yves Saint Laurent's Opium perfume - lying on her back, naked save for a pair of gold sandals and a little jewellery - provoked paint attacks and 730 complaints before the posters were banned.

Two years on and it seems things have changed. The 6ft supermodel looks like avoiding similar criticism because the new posters, for Patrick Cox shoes, are provocative without being offensive.

Never one to shy away from publicity, the 24-year-old - whose once-lavish size-16 proportions have been replaced by a lankier size-eight frame - is seen sporting white spike-heeled court shoes, bangles, a sun visor and a virtually transparent vest top as she lounges seductively in a locker room.

It is hard to imagine a raunchier way to sell footwear. Bosses at Patrick Cox must have wondered whether anyone would notice their product while looking at this steamy image. That, however, is exactly the effect photographer David La Chapelle was after during the shoot for the poster in October in London.

A spokesman for Patrick Cox explained: "We don't think there will be a problems when it comes to Advertising Standards. But if it causes a little controversy then that can only be a good thing - we like that. It's the first time Sophie has worked with Patrick and it could be part of an ongoing campaign with her - but that hasn't been decided yet."

Cox, 39, said Dahl was "flawless and beautiful", adding: "She has something of the Marilyn Monroe about her. She's very British - like my company - and very sexy. It was such a great shoot."

However, Cox will be hoping his campaign does not get out of hand the way Opium's did. In the face of growing protests from men as well as and women, the Advertising Standards Authority finally ruled that the Sophie Dahl posters were degrading to women and ordered that they be torn down.