The 50-year-old beauty has been tapped by the British women's wear and accessories brand as it strives to upgrade its image, but still remain true to its mature clientele.

Rossellini has been shot by Swedish photographer Blaise Reutersward for ads for the brand's new contemporary line, Blue Label.

Viyella received criticism for its last campaign headliner, thirtysomething model Tatiana Patitz, who was deemed too aspirational for its customer base.

Rossellini, a classic beauty with the pedigree to match (she's the daughter of Ingrid Bergman and Roberto Rossellini) has spoken openly about the aging process and the prejudices it can bring.

In 1994, Lancome ended Rossellini's 14-year run as its spokesmodel, just weeks before her 40th birthday.