Pernille Holmboe (born 2 May 1977 in Bærum, Norway) is a Norwegian model widely known as the face of the Swedish clothing company , with whom she had a long-running contract, that was terminated in 2010. She is especially known for this among Norwegians, to whom she has become "synonymous" with the brand. She has been modeling since her teens, first in Milan and Paris, and then New York City, before moving to London and later Hong Kong.