She's no stranger to a catwalk, but now fashion model Jodie Kidd has posed for something a little different – appearing nude on a pub sign in a picture-perfect village.
The 44-year-old swapped the runway for pulling pints when she bought The Half Moon pub in Kirdford, West Sussex, in 2017 – and she has given customers a surprising welcome as she bares all on the pub's new sign.
The portrait is part of a series of cheeky pub signs in support of a new campaign to raise awareness and funds for the hospitality industry, as pubs continue to struggle in the face of the cost-of-living crisis.
Other images in the 11-piece collection include a new sign for “The Cricketers” pub, in which artist Reuben Dangoor has illustrated a batsman saving his blushes with a strategically-placed bat.
And Sam Rees-Price has created a new view of “Queen Victoria” – while a new portrait of HRH King Charles, designed by Heath Kane for “The Kings Head” pub, has also been unveiled ahead of the coronation in May.
The nude signs are available for online auction, and prints of each are also available to buy – with all profits being donated to Hospitality Action to assist pubs with rising energy bills.
Funds raised by the collection, inspired by Stella Artois Unfiltered, will also see up to £50,000 donated in matched funds by the lager brand.
Jodie Kidd said: “As a landlord myself, I’m very aware of the struggles that pubs and the whole of the hospitality industry are facing.
“My pub is fittingly called The Half Moon, and I can’t wait to see the new sign in all its glory – all for a good cause.”
The lager brand also commissioned research which revealed that pubs are still at the heart of the community for 55% of Brits.
In the poll of 2,000 adults, 77% said it is “sad to see” so many nearby watering holes closing down in recent years – as data from Hospitality Action revealed applications for financial support are up by 29% from the previous year.
More than four in 10 (43%) think pubs can be a lifeline for members of their community, and 42% feel they are a great place for everyone to come together.
But with so many struggling, one in three pop in to do their bit to keep their local afloat – and 55% have called on the Government to do more to support the hospitality industry.
Meg Chadwick, from Stella Artois, said: “As a brand committed to tackling big issues within our communities, we wanted to offer our support to pubs during this challenging time.
“As bastions of British culture, pubs deserve to be valued as much as any piece of art hanging in a gallery, which is why we wanted to use this traditional medium – albeit with a cheeky twist – to support them.
“We want to raise as much money as possible, so art and pub lovers – buy nude art, help pubs.”
The research also revealed the memorable moments the nation has had in pubs, with 27% trying to impress someone on a first date in a free house.
One in four said new relationships blossomed over a drink, and 35% said the same of new friendships – while 12% even went on to marry someone they met at a nearby tavern.
It also emerged 41% think it is a rite of passage to watch significant cultural events in a pub.
