Agyness Deyn

Designer Jean Paul Gaultier has launched his first fragrance in 15 years, and shown quite literally why he's always at the cutting edge of fashion.

Teaming up with the equally independent model Agyness Deyn, France's enfant terrible of clothing has abandoned traditional perfume images in favour of a quirky, modern look to promote Ma Dame.

Shot in black and white, the ad sees a besuited, long-haired Agyness attacking her clothes and her locks with a pair of scissors. Then, the "true" face of the fragrance is revealed, wearing funky shorts and sporting her famous choppy blonde 'do.

The Rochdale beauty was chosen for the campaign after Jean Paul saw her opening his retrospective 30th anniversary show in 2006.

Strutting down the catwalk in what he calls his "first look" from 1976 - a biker's jacket, tutu and tennis shoes – he realised at once she was perfect for his new scent.

"She was ballerina and biker, so feminine and masculine," he explains. "It was a mix of my sensibility, and I knew she was completely the one to represent it."