Fashion label Biba is returning to the roots of High Street style.

In a move that evokes images of iconic sixties glamour, the retailer has announced that renowned party girl Daisy Lowe will become the new face of the chain.

The cheap, trendy clothing offered by Biba has won favour with many leading celebrities and has become associated with the style of the swinging sixties, epitomised by Twiggy and followed by the likes of Marianne Faithfull and Bianca Jagger.

Biba attempted a high-end re-launch in 2006 with minimal success, leading the group to go into administration two years later. Now, the re-launch is on again, with proud devotee Lowe at the forefront. Initial campaign images have revealed the smouldering Lowe, 21, play on the sixties roots of the brand in a leopard-print coat and kohl-rimmed eyes. The model, who has been seen at several summer festivals sporting the Biba range, said she was honoured to be involved with a label that she has worn since a teenager. Lowe claimed that Biba was one of the first names that she became aware of when she entered the world of modelling, and she leapt at the opportunity to be part of the new campaign.

The new range from Biba features denim and jewellery in addition to favourites such as faux fur and marabou jackets and a series of limited-edition party dresses. The label will be exclusive to House of Fraser, who said that the confident, fashionable and glamorous Lowe was the perfect representation of the brand.