Pierce Mattie Public Relations New York & Los Angeles

Hot off the presses! I just got a breaking news update from Women's Wear Daily that Lindsay Lohan will be the new face of Miu Miu.

Miu Miu has tapped the teen queen as the face of its spring 2007 ad campaign. A Prada spokesman confirmed Lohan is shooting the campaign in London over the weekend. Separately, WWD has learned Mert Alas and Marcus Piggott are the photographers.

Speculations have been flying about Miucca Prada wanting to tap Lindsay Lohan for Prada which was largely viewed (certainly by me) as a poor branding move for the luxury house. Even Karl Lagerfeld, who has been seen swaning about with Lindsay quite frequently, had finally rejected Lohan as being too unsophisticated for a luxury fashion muse.

But this particular partnership between Prada's girly diffusion line and Lindsay Lohan makes perfect sense. Not only do the aesthetics mesh but it brings a a shot of notoriety to the Miu Miu brand. Even for those of us who reject Lohan's style, one has to admit that Miu Miu's platform pumps are quite chic and totally rocking for a pretty young thing like Lindsay. Well done Miucca!