PARIS, Sept 16, 2009 (AFP) - Hollywood actress Lindsay Lohan's new brief as "muse" of Ungaro is to give the Paris fashion house a cooler look and be a "travelling ad" for the brand, the head of the luxury firm said Wednesday 16 September.

Photo: AFP/Getty Images/File/Andrew H. Walker

Speaking to AFP, Mounir Moufarrige, president of Emanuel Ungaro, said that when "reaching out for the consumer, it is celebrities who attract a huge degree of attention."

He met five celebs including Madonna and Paris Hilton before opting for Lohan, a 23-year-old paparazzi favourite who was last week appointed artistic advisor to the label's new chief designer Estrella Archs.

The House of Ungaro style will remain but Lohan hopefully will bring "something younger, more cool, with a different attitude," Moufarrige said.

"She knows clothes," he said. "She will be a travelling advertisement."

The Lohan/Archs duo are collaborating on Ungaro's spring/summer 2010 collection to be unveiled at Paris Fashion Week next month.

Moufarrige said sales had remained unchanged during the three seasons when collections were designed by British-Colombian stylist Esteban Cortazar.

"You can't wait for four or five years during a recession when structural costs are high," he said.

Lohan was once regarded as one of Hollywood's brightest young talents, but her career hit the skids in 2007 after she was convicted for drunk driving and taking cocaine.

Since then she has appeared in a series of commercial flops and become famous mostly for partying.