Supermodel Petra Nemcova has become the face of Fortunoff's new advertising campaign.

The Czech born bombshell is the brand's first celebrity spokesperson since Lauren Bacall mugged for the store 26 years ago.

Nemcova will also design a line of jewelry for the chain, entitled Petra for Fortunoff Collection. The gems will retail from $125 to $5000, with a portion of the proceeds going towards Petra's Happy Hearts Fund, which provides aid to children who have suffered loss as a result of a natural, economic or health related disaster.

In 2004, Petra survived the devastating tsunami while on vacation in Thailand.

Regarding the jewelry, Petra says she hopes it is able to "add a bit of light and hope to your outlook each and every day."