UK-based House of Fraser will feature supermodel Yasmin le Bon in its Spring ‘08 campaigns for its top labels, including Linea and Untold.

This is the first time the department store is featuring a famous face for one of it’s campaigns. Sources report that it comes in a bid to reposition its department store at a ‘more premium level.’

“When we bought the business we talked about marketing adding excitement to our store image. Yasmin personifies this excitement and we are delighted with the collaboration,” said Don McCarthy, House of Fraser chairman, of the 43-year-old wife of Simon Le Bon, lead singer of Duran Duran.

Brand director Matt Chambers comments, “Her (Yasmin’s) fashion credibility is second to none and we are confident that she will help move the perception of our brand forward as we improve our private-label offer and brand portfolio in line with our investment in stores.”

Shot by celebrity photographer Robert Erdmann, Le Bon campaigns will appear next month in top fashion magazines. House of Fraser has 59 locations across the UK and Ireland.

Yasmin was discovered at the age of 17 by a local modeling agency while working a part-time sales job, and since then has represented top brands such as Ann Taylor, Banana Republic, Bergdorf Goodman, Biotherm, Bloomingdale’s, Calvin Klein, Chanel, Christian Dior, Clairol and Escada, to mention a few. She has also been on the covers of Vogue, V, US and UK Elle’s, I.D., Cosmopolitan, Marie Claire, Harper’s Bazaar and many others.