Klum replaces Sophie Dahl as the face of Pringle, which has followed in the footsteps of rival clothing brand Burberry in its attempt to spruce up its old-fashioned image.
Chief executive Kim Winser, formerly of Marks & Spencer, is being credited with bringing about the brand's revival, which was founded in 1815 in the border region of Scotland. Pringle clothing is still made at factories in Hawick and Galashiels.
In an article in the Mail on Sunday, she called the ads "very dark and sensual" and says that it gives a new "edginess" to the brand.
Winser was appointed by Hong Kong tycoon Kenneth Fang, who bought the ailing Scottish knitwear business for $9m in 2000. Following the acquisition, the brand attracted a cult following in Hong Kong. It is set to open a New York showroom today, one in Taiwan soon after and another in Tokyo.
The Pringle brand was once associated with golfers such as Nick Faldo, but it now enjoys celebrity kudos, with fans of the range including Madonna and David Beckham.
An outdoor campaign that Klum appeared in earlier this year for high street fashion chain Hennes & Mauritz in Germany proved so popular that fans were ripping posters off walls and damaging hoardings to get at the pictures underneath.
Some of the ads were being put up for sale on auction site eBay and at one point were changing hands for £20.
The campaign was also targeted by women's groups, who thought the ads were degrading to women.
Winser, who joined Marks & Spencer in 1977, tripled sales of its clothing business in the mid-1990s.
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