karenelson_johnlewisnewface.jpgJohn Lewis's autumn/winter campaign is about to get a little fiery with the news that Karen Elson has climbed on board as the brand's newest face.

According to Drapers, at £1.5 million, it will be the biggest campaign to date for the retailer to be launched on September 15, coinciding with the start of London Fashion Week.

Elson, who features in an editorial spread for this month's British Vogue (pictured), will certainly inject the company with a new look.

"[She isn't] too fashion," said a store spokesperson. "And she's kind of ageless. Sometimes she looks 15, sometimes 40."

"When she arrived in the UK for our campaign shoot, her amazed response at seeing our new fashion collection was exactly in line with how we think our shoppers who haven't visited our fashion floors for a while will react - surprised and delighted!" added Craig Inglis, head of brand communications.

Now this is one campaign I am actually looking forward to seeing.