US soccer star Megan Rapinoe is the star of Loewe's new fashion campaign

Soccer star and activist Megan Rapinoe has scored a major fashion campaign for Loewe.

The champion player, who led the US team to victory as captain during the 2019 FIFA Women's World Cup, has been snapped up by the luxury label to front its Fall/Winter 2020 campaign.

Sharing a preview of the images -- which were shot by fashion photographer Steven Meisel -- via its Instagram channel, the house said: "Across the whole campaign, distortion comes across as a synonym of life, movement and energy."

Video clips filmed as part of an accompanying series of short films dubbed ‘For Real' show Rapinoe, her trademark pink hair styled into a statement quiff, talking to the camera about topics such as finding and using your voice. "Speak from your heart," she urges. "Be honest."

The campaign is the latest in a string of major career coups for Rapinoe, who was awarded the prestigious Ballon d'Or women's prize last year, in addition to being named the Best FIFA Women's Player of the year.

LVMH-owned Loewe has a history of recruiting bold, successful women to front its collections: in September, the label unveiled a Spring/Summer 2020 campaign featuring the "Killing Eve" actress Jodie Comer.