Famous faces to lift Swedish stores

Two Swedish clothing chains are about to put some star power behind their upcoming advertisements.

The sexy English model Elizabeth Hurley is set to be the next face behind MQ, while underwear chain Lindex is calling in the help of fellow semi-Swede Isabella Rossellini – the daughter of movie legend Ingrid Bergman.

Hurley will be donning clothes sold in MQ in a commercial directed by well known music video and film maker Jonas Åkerlund, which will be shown on Swedish TV during a three week period this summer.

“We were looking for a charming, fashion-oriented girl who likes Sweden and who has a strong brand,” said Catt Olsson, one of the creators of the new ads.

“[Hurley] is a nice, sound girl with lots of feathers in her cap as an actress, a film producer, a swimwear designer and a mother. She knows what she wants and has a lovely witty, British sense of humour,” Olsson added.

Rosselini will be interviewed in Venice by model Emma Wiklund, who has helped lift Lindex sales during the past year. The material will be used in the company’s fall campaign, according to Dagens Nyheter.