Lydia Guevara, granddaughter of the late revolutionary idol Ernesto Che Guevara, is set to star in a campaign to encourage a vegetarian diet for the organization People for the Ethical Treatment of Animals, PETA.
Guevara, 24, is set to be photographed with the beret that was her grandfather's trademark. She will be bare-chested, but demurely covered with a cartridge belt full of carrots rather than bullets.
PETA's communications director Michael McGraw said that Ms Guevara was chosen both as the granddaughter as the world-famous Argentine-born revolutionary and because she is actually a vegetarian.
With the slogan Join the vegetarian revolution, the campaign will be one of PETA major efforts in the third quarter of this year. It is set to be launched in Buenos Aires in Spanish, but there are plans to use it also in English, German, Chinese, Italian and French.
McGraw said the campaign design drew inspiration from both Che Guevara's revolutionary spirit - with his beret and the cartridge belt - and the cover of the 1999 compilation album from The Pretenders Viva el amor!, which shows singer Chrissie Hynde lifting her fist.
But whether the campaign will actually get people to go vegetarian remains to be seen; at the very least, it'll spawn a whole new line of T shirts Viva carrot bras.
Che Guevara was a Marxist leader who played a pivotal role in Fidel Castro's rise to power in Cuba. He was executed in Bolivia in 1968.