tilda swinton burn after reading cinema of dreams interview.jpgIt is onwards and upwards for Pringle of Scotland. They have just recruited Tilda Swinton to be their new brand ambassador.

The Scottish heritage label has tapped the actress for both (yes, both!) its men's and women's collections for spring 2010. She follows in the footsteps of Daisy Lowe, Pixie Geldof and Lydia Hearst who starred in Pringle's S/S '08 campaign. Karlie Kloss is the current face of the brand.

The campaign will be shot against Scotland's highlands and urban landscapes by Ryan McGinley, and will include print images as well as a short film to be unveiled during London Fashion Week in September. Last month, Pringle announced it would return to show at LFW to help celebrate the event's 25th anniversary.

"We want to show people that Pringle is a Scottish brand, but go a little bit deeper," said Benoit Duverger, director of global communications at Pringle. "We don't want to go away from [our traditional customers] - we believe Tilda is more inclusive, as both young and more mature people identify with her acting."

Described as a "collaborative" project by the label, Swinton and McGinley, a sneak peek will be offered at a special bash during LFW to mark Pringle's 195th anniversary. It will also fete the opening of McGinley's first solo exhibition at the Alison Jacques Gallery.

Can't wait to see the ads!