HUGS FROM LILY: Lily Aldridge is following in the footsteps of Tyra Banks, Christy Turlington, Helena Christensen, Amber Valletta, Claudia Schiffer and, most recently, Erin Heatherton as the face of the XOXO ad campaign. Laspata Decaro, the New York ad agency, created the “Hugs and Kisses XOXO” campaign in the early Nineties. The fall campaign, also developed by Laspata Decaro and photographed by Rocco Laspata in New York, features the 27-year-old Aldridge in various sexy outfits with the words “Hugs and Kisses XOXO, Lily Aldridge.”

Ads will launch in the September issues of InStyle and Cosmopolitan. In addition, there will be digital, social and taxi TV ads supporting the campaign. The fall budget is up 20 percent versus a year ago, according to an XOXO spokeswoman.

This story first appeared in the July 12, 2013 issue of WWD. Subscribe Today.

A Victoria’s Secret Angel, Aldridge also has her own apparel collection, called Lily Aldridge for Velvet.