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Sarah Jessica Parker fronts denim brand Jordache

Sarah Jessica Parker fronts denim brand Jordache

Sarah Jessica Parker is the new face of Jordache.

The 'Sex and the City' actress has been unveiled as the star of the jeans brand's latest Look and Collection campaigns, showing off her enviable denim-clad derriere in a series of stunning adverts.

The brunette beauty, 50, follows in the footsteps of Liz Hurley and Heidi Klum, who have previously fronted the label, and stars in the campaign sporting a range of new styles in a variety of colours from indigo to acid-wash which will retail from $89 to $149, reports WWD.

Jordache's president Liz Berlinger has described the collaboration as "an iconic celebrity with an iconic brand."

Sarah added: "[The brand] has a rich history and I've been a fan of Jordache for many years."

The new collection also includes one-of-a-kind handmade jeans remodelled from vintage styles which will retail from $300 to $500.

The Jordache Collection is being sold exclusively in Wal-Mart stores while the Jordache Look range will launch online on walmart.com in July.