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Gisele Stars in Aquascutum's New Ad Campaign

Aquascutum, the London luxury brand founded in 1851, has brought back Brazilian bombshell Gisele Bundchen to star in its new Fall ad campaign. The pictures, co-starring model Jamie Doran, were shot at London's historic St. Paul's Cathedral, Vogue UK reports.

Meanwhile, the company which invented and patented several waterproof materials and pioneered the trench coat, is introducing its first ever line of bags for both men and women. The traditional brand began its foray into high fashion a couple years back when it hired Pierce Brosnan to star in a series of James Bond-style ads.

Over the years Aquascutum coats have sheathed the likes of the Queen Mother, Winston Churchill, Sophia Loren, Greta Garbo, Sean Connery, Cary Grant, Humphrey Bogart and Sir Edmund Hillary.

Gallery: Aquascutum of London

Gisele in last season's ad, #1.Gisele in last season's ad, #2.Gisele in last season's ad, #3.Gisele in last season's ad, #4.Pierce Brosnan for Aquascutum.

Making Aquascutum Hip

Burberry and Pringle did it and now Aquascutum becomes the latest stodgy old brand looking to reinvent themselves to appeal to modern luxury hounds. Who did they hire for this onerous task? None other than Kim Winser who resuscitated Pringle of Scotland. WWD reports that Winser is the new president and CEO of the company. The company, which has flagships in London and Tokyo, is looking to update their image as a cool brand. They have been in business since 1851 and are primarily known for waterproof raincoats. Not exactly a sexy item. Winser wants to double sales by 2009 and expand into the U.S. and continental Europe. Ambitious, but if anyone can do it, it would probably be Winser, perhaps she'll eventually bring her Gucci-poached ex-employees over to the new brand.

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