Daphne Guinness is the new face of Nars cosmetics.
The style icon - who recently modelled in Naomi Campbell's Fashion For Relief show to raise money for those affected by the Haiti earthquake disaster - has been selected by her friend Francois Nars to front the new campaign for the company as he thought she was the perfect ambassador.
He said: "She fits the image of the brand so well. She's very creative and elegant and is a chameleon. And she really loves make-up - the whole process of it. Any makeup artist dreams of having someone like that as a Muse."
In the shots, Daphne - who is also a noted collector of Haute couture clothing - is seen wearing a purple eyeshadow which was inspired by and named after her.
Francois revealed: "When I started thinking about colours that meant Daphne to me, purple felt right - and when I tried it on her at the shoot, I immediately knew it needed to be named for her."
The heiress recently purchased the entire collection of the late Isabella Blow's wardrobe, which was supposed to be going under the hammer at auction.
She said: "It's Issy - it's her DNA - it should not be scattered to the four winds. I want it to remain as a monument."