Gisele Bundchen for H&M Campaign

The world's highest paid supermodel is the new face of H&M's autumn/winter campaign.

Gisele Bündchen is the new face of H&M.

The supermodel has been chosen to replace Beyonce for the Swedish retailer's upcoming autumn/winter campaign, and was spotted filming the new cold weather ads in the streets of central London on May 1.

The Brazilian beauty has previously fronted the high street store's spring/summer 2011 campaign, as well as one of their sexy swimwear ads.

Gisele's new campaign is expected to be far more demure than Beyonce's sizzling summer shots, which saw the scantily-clad singer frolicking on a beach in Barbados.

She will have a lot to live up to since Donald Schneider, the brand's creative director, recently said it "doesn't get bigger" than having Beyonce on board.

The 32-year-old star—who has four-year-old son Benjamin and five-month-old daughter Vivian with her American footballer husband Tom Brady—is currently the face of Chanel Beauty's new Les Beiges make-up range.

Gisele has topped Forbes' highest-paid models list for six years in a row, with an estimated $45 million of earnings from May 2011 to May 2012 alone.

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