Lydia Hearst, daughter of Patty Hearst,
has been chosen to be the face of UK lingerie brand Myla,
giving what the company calls an intelligent sexuality
photographed by Ben Hassett and Terry Richardson
ALTHOUGH the media will be quick
to point out that Lydia Hearst, the new model behind lingerie brand
Myla, is the daughter of Patty Hearstand some might even report
that she is the great-granddaughter of newspaper magnate William
Randolph Hearst, we dont think the 23-year-old would have
got the gig if it had not been for her models figure plus
her steady rise in the modelling industry. However, those connections
may help Myla get more publicity than it otherwise would.
In 2007, Hearst had been named Model of the Year
by the Michael Awards, a black-tie event benefiting the National
Childrens Leukemia Foundation. She has been steadily building
her reputation through television and a column in the Murdoch Presss
New York Post.
The retro-themed autumnwinter 20089
collection for Myla shows the usual sumptuous satin and silks, but
with inspiration from old Hollywood and the 1940s pin-up girl.
The company has spared no expense with its autumn
collection, hiring Ben Hassett and Terry Richardson to shoot.
Myla creative director Franceska Luther says
of Hearst, She has an amazing dynamic energy. She perfectly
represents the Myla women.
The range hits shops Monday and can already be
ordered through both the UK and US
parts of Mylas website.
With growing cultural interest in the 1970sand
an international mood similar to that of that generationthe
choice of Lydia Hearst seems apt in terms of mass media coverage.
Patricia Hearst, Lydias mother, gained
infamy after her kidnapping by a guerrilla group, the Symbionese
Liberation Army, in 1974. A victim of brainwashing, Hearst joined
her captors. While sentenced to a jail for her part in a robbery,
her sentence was commuted by President Jimmy Carter two years later,
and she was pardoned fully by President Bill Clinton in 2001.
Patty Hearst married her bodyguard, Lydias
father, Bernard Shaw, in 1979. They are still married.
While Lydia uses the Hearst surname professionally,
she is officially Lydia Hearst-Shaw.
Additional reporting courtesy the Press Association.
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The retro-themed collection for Myla shows the usual
sumptuous satin and silks, but with inspiration from old Hollywood
and the 1940s pin-up girl