Supermodel and activist Petra Nemcova will serve as the face of Fortunoff’s regional advertising campaign and the company’s fall and holiday jewelry catalogs. The retailer said the new images are in keeping with its desire to appeal to a new consumer, by introducing Fortunoff in a more fashionable, more youthful manner.

Images of Nemcova’s campaign have been unveiled in the windows of Fortunoff’s flagship Fifth Avenue location. Nemcova is the first personality associated with the brand since Lauren Bacall served as Fortunoff’s spokesperson twenty six years ago.

Nemcova also will take on the role as designer for the first time, collaborating with a jewelry design team to create a new collection called the “Petra for Fortunoff Collection,” which will be available this holiday season in all Fortunoff retail locations and online.

The collection incorporates pieces in gold, sterling silver, and with diamonds and gemstones that retail from $125 to $5,000. A portion of the proceeds from select items will benefit the Happy Hearts Fund, Nemcova’s personal charity of choice she founded in 2005. the fund provides aid to children in need who have suffered loss or hardship as a result of natural, economic or health related disasters.

“For me, jewelry is an easy way to make a personal statement with your look. I feel very blessed to now be a part of the Fortunoff team, and the pieces I designed not only add a glamorous and sexy touch to any outfit, they add a bit of light and hope to your outlook each and every day,” Nemcova said.

Another element of this collaboration includes a holiday ornament called “The Petra Heart” that has been exclusively designed for Fortunoff by renowned ornament expert Christopher Radko. The design features the children of the world holding hands around a heart, which exemplifies the mission of the Happy Hearts Fund. The ornament will retail for $46, and will be available in Fortunoff stores and at Fortunoff.com beginning Nov. 1, with a portion of proceeds benefiting the Happy Hearts Fund.

JCK