Biba founder Barbara Hulanicki may not be in on the Biba relaunch, but Peaches Geldof is!

The British socialite extraordinaire has landed herself a gig as the face of the new Biba, the Mirror UK reports.

Peaches is no newbie to the modeling game, having previously modeled for underwear line Miss Ultimo. She was also featured in a W magazine spread where British it-girls Geldof and Daisy Lowe posed in (fashionable) mugshots.

Geldof tells the Mirror that "'BIBA is where the foundations of the liberated woman's choice of clothing were laid.'"

Looks like the party girl with the rock star dad, Bob Geldof, has been doing her homework. Hulanicki started the brand in the Sixties when it became the iconic brand of the era.

The designer, who now has a line with Topshop, disapproves of the relaunch, but rest assured she's not completely slighted. A documentary on her and the Swinging Sixties called, "Beyond Biba: A Portrait of Barbara Hulanicki" was released last Friday in the UK.