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November 01, 2011  | by: Lindsay Lewis

London Fog's winter 2011 ad featuring Nicole Scherzinger

The U.S. Outerwear label, London Fog, announced this week that “Mad Men” star Christina Hendricks will be replaced by former Pussycat Doll and current “X Factor” judge Nicole Scherzinger as the new face of the company.

Scherzinger is said to start making her debut for the company for the winter 2011 ads. She will also be featured in the ad for spring 2012 and appear in next month’s fashion magazines.

Dari Marder, chief marketing officer at Iconix Brand Group, which owns London Fog, explained to WWD why it was time to replace Hendricks saying,

“Christina Hendricks was fantastic for us, but she was more classic and tailored. Nicole is a little more modern and contemporary. She has a really fierce sense of style. With “X Factor,” this is her moment and it brings the brand to the forefront of the consumer’s mind.”

Nicole Scherzinger for London Fog

Scherzinger joins the ranks of Gisele Bundchen and Eva Longoria as models for the timeless brand. London Fog was founded in 1923 by Israel Myers and in 1938 the brand became even bigger when it started making waterproof coats for the U.S. Navy in World War II.  In the 80’s, the brand became the world’s largest raincoat and outwear manufacturer.

”I can finally announce that I’m the new face of @LondonFogBrand,” Scherzinger tweeted. “Such a classic brand.”

It seems that Scherzinger’s career is on fire lately, with her newly appointed X Factor position, and her recent photo shoot for Vogue. Even if you’re not a fan of her, you have to admit she’s stunning in a classic London Fog trench coat.

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