STOCKHOLM, Sweden — Italian model Mariacarla Boscono will replace Kate Moss in TV commercials to help launch a collection by Stella McCartney for Swedish clothing chain Hennes & Mauritz.

Moss lost the contract after photos of her allegedly snorting cocaine in a London music studio were published last month in a British tabloid.

McCartney was personally involved in the selection of Boscono, who has previously worked with the designer, H&M spokeswoman Liv Asarnoj said Tuesday.

Posters and newspaper ads for McCartney's collection will not feature any model, Asarnoj said. "We have chosen a graphical solution for those instead."

Moss, 31, has issued an apology, saying she is addressing her problems and takes "full responsibility" for her actions. She reportedly checked into a rehabilitation clinic in Arizona.

McCartney's limited collection of about 40 items for women will go on sale Nov. 10 in 400 H&M stores.

Last year, H&M released a collection by Karl Lagerfeld that sold out in a few hours in many stores worldwide.