Following on the heels of other high street retailers such as Mango, Esprit is introducing two of the most sought-after socialites, Julia Restoin-Roitfeld and Daisy Lowe, as its new faces to fight the label's dated image.

By shooting the new campaign in California, Esprit is going back to its roots: founders Susie and Doug Tompkins started out selling their clothes from a van while traveling across the US state.

The making-of images, released December 9, also suggest that the brand wants to revive its past campaigns from the 1990s. "[The ads] pick up on the tradition of the brand in a playful way while embodying its characteristic combination of coolness and activity," a German spokesperson for the label said.

Lowe will front Esprit's 'edc' campaign while Restoin-Roitfeld lends her face to the 'Casual' collection.

Both it-girls have previously been hired to breathe some fresh air into brands: Daisy, who is the daughter of singers Pearl Lowe and Gavin Rossdale (Bush), has already posed for Spanish retailer Mango but also for the upmarket lingerie label Agent Provocateur. Julia, offspring of French Vogue's editor-in-chief Carine Roitfeld, has also modeled for Mango and is the face of Jil Sander's new 'Jil' fragrance.

The final images will appear in print this spring.