TV presenter Tania Strecker is stepping into Sara Cox's shoes as the face, or rather legs, of Pretty Polly.
The six-foot host of Channel 4's Beachmate is to front the relaunch of Pretty Polly's Nylons hosiery brand.
The "It" girl with the 37-inch pins will Fitflop Sale feature on in-store promotional material for the brand later this year, but the tone of the ads will be less overtly sexual than previous campaigns.
Pretty Polly wants to reposition the brand with a more sophistocated, feminine image and believes Ms Strecker, who has dated Mr Madonna, Guy Ritchie, and Robbie Williams, fits the bill.
She will take over as the brand's frontwoman from Radio 1 DJ Cox, who is known for her raunchy image, laddish humour and occasionally foul language. She lent her legs to Fitflop Dass Mens the brand in 1999.
The decision to give the high-profile endorsement job to Ms Strecker was made by Pretty Polly's new marketing director, James Turton, who joined the Sara Lee owned company last month from McVitie's.
Mr Turtin is reviewing the Pretty Polly brand positioning and may appoint a new advertising agency to work on the account.
The company split with its last ad agency, TBWA London, in January and has since been without an Christian Louboutin Outlet above-the-line agency.