It's hello Helena

She is not blonde, nor has she fallen for the charms of Rod Stewart. But that has not stopped Helena Christensen becoming the new face and body of Ultimo lingerie.

The 37-year-old supermodel follows in the catwalk footsteps of Rachel Hunter, Stewart's ex-wife, and his current lover Penny Lancaster, who recently gave birth to the rocker's latest child.

When Miss Lancaster was dropped by Ultimo and replaced by Miss Hunter, it sparked a bitter bust-up between the two models.

Stewart was said to have been 'furious', calling Ultimo boss Michelle Mone 'a manipulative cow' for setting the two women against each other. Miss Mone later admitted the publicity had been 'tremendous' for business.

When she announced that Miss Hunter was to stand down as her company's poster girl, some speculated that her successor might be another leggy lovely from the Stewart stable. But Miss Mone offered the job to Miss Christensen, describing her as 'the perfect choice for Ultimo'.

Last night, the Danish beauty, who has a sixyearold son by American actor Norman Reedus, said: 'I am delighted to be the new face and body of Ultimo and I am really looking forward to the campaign.'