Danny Cipriani, the Wasps and England fly-half, has been named as the new face of Eden Park, the fashion label set up by five former French rugby union internationals.

Cipriani is a talented player, but his presence as one of the most photographed men in British sport owes as much to his relationship with television presenter and model Kelly Brook as to his ability on the pitch. He will front a six-month campaign for Eden Park, with posters appearing throughout areas of Britain where there are Eden Park stores, including London, Leeds and Newcastle, and advertising in a range of men's lifestyle and fashion magazines.

"Danny Cipriani is the ideal ambassador for Eden Park as on and off the field he represents everything the brand stands for – elegance, dynamism, strength and sophistication," said former French international Franck Mesnel, the founder and president of Eden Park.

Cipriani said: "I love the cut and style of the Eden Park clothes and am honoured to be working with Franck Mesnel. He was a legend in his day and started up Eden Park the year I was born."