New York, Dec 19 : A luxury jeweller has claimed that the images featuring Kate Moss for her new jewellery line for rival Fred, are "embarrassingly similar" to his own ads with the supermodel.

The photos for Fred, which are also featured in the November issue of Grazia, include a topless, tousled-haired Moss shot by Sonia Sieff, New York Post reported.

Quite a few of them are almost identical to the photos in which she appears for David Yurman's spring 2011 campaign, which were shot more than a year ago by Peter Lindbergh.

"The Fred campaign is embarrassingly similar to the one David Yurman ran a year ago," a Yurman rep told Page Six.

"When you are a leader in your category, you get used to people copying you. We are confident consumers know the difference."

In one ad from the Yurman campaign, Moss is seen holding up a watch on her right arm to her parted lips, and at the same time pulling at a few strands of blond hair near her face. A similar image to promote the brand for Paris-based Fred shows Moss wearing a set of rings on various fingers with two hands up to her mouth, also pulling at a few tousled strands of hair.

In another famous image from Yurman's campaign, Moss lies on her stomach nude on a white furry rug, her bottom exposed, while sporting several Yurman bracelets on her left arm. Her hands are held up to her face, again locked in a come-hither expression.

While the image for Fred shows Moss lying topless on her stomach on a black fluffy rug, but wearing leather pants to cover her bottom half. She wears rings on her right hand held up to her mouth, with the same sexy expression as in the Yurman ad.

The only marked dissimilarity between the promotions are that Moss' small tattoo of an anchor on her right forearm is evidently visible in the Fred images, but is either covered by jewellery or airbrushed out of the Yurman ad. (ANI)