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Step aside, Joan: Nicole Scherzinger replaces Mad Men star Christina Hendricks as new face of London Fog

By Tamara Abraham

Girl of the moment: Nicole Scherzinger has replaced Christina Hendricks as the new face of London Fog

She may be newly single, but as a judge on X Factor USA, Nicole Scherzinger is on a career high.

Now the former Pussycat Doll has replaced Mad Men star Christina Hendricks as the face of U.S. outerwear label London Fog.

With her seemingly endless legs and come-hither gaze, the star, 33, looks every inch the supermodel in the new campaign, which will appear in magazines from next month.

But of course her super-toned physique is a far cry from the sexy curves of Ms Hendricks, 36, who has become a poster girl for the average women, who, like her, wears a U.S. size 14.

Dari Marder, chief marketing officer at Iconix Brand Group, which owns London Fog, explained why it was time to replace the Mad Men star.

She told WWD: 'Christina Hendricks was fantastic for us, but she was more classic and tailored. Nicole is a little more modern and contemporary. She has a really fierce sense of style.

'With X Factor, this is her moment and it brings the brand to the forefront of the consumer’s mind.'

Working it: The label also released behind-the-scenes images from the campaign shoot, in which the star, with her seemingly endless legs and come-hither gaze, looks every inch the supermodel

'Modern and contemporary': London Fog believes the singer is having her moment in the spotlight

Miss Scherzinger, it appears, is just as much of a fan of London Fog.

She told the publication: 'I love trenchcoats and London Fog coats are timeless.'

The singer follows in the footsteps of Gisele and Eva Longoria in modelling for the brand. But Ms Hendricks' was one of the most popular to date, given that the company had just featured on Mad Men.

London Fog featured in the opening episode of the third series of Mad Men last year, as a client of fictional ad agency Sterling Cooper.

Model physique: The star's super-toned body is a far cry from the curves of Ms Hendricks, who she replaces

Mad for it: Christina Hendricks' campaign last year was one of London Fog's most popular to date, given that the company had just featured as a fictional client on Mad Men

In a conversation with Don Draper and Bert Cooper, the British CFO of the company, Lane Pryce describes the name of the company as 'ludicrous'.

'There is no fog in London. There is no London fog,' he says. 'Never was. It was the coal dust from the industrial era… Charles Dickens and whatnot.'

It is a perfect reference in historical terms. London Fog, which was founded in 1923, made waterproof clothing for the U.S. Navy during World War II.

The brand became a favourite with U.S. shoppers for its raincoats in the Fifties, which were the first to have a patented removable liner, and by the Seventies, two-thirds of all raincoats sold in the U.S. were London Fog.



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