Iconix Brand Group has provided a sneak peek of their spring 2011 advertising campaign for upscale American fashion brand Badgley Mischka featuring Rumer Willis, the daughter of Demi Moore and Bruce Willis, reports Coco Perez .
Between the lighting and the make-up, Willis is practically unrecognizable in a variety of poses designed to highlight her curves. She modelled in front of the lens of photographer Tony Duran on a beach in Malibu, California.
For this campaign, Willis posed in several outfits, including evening dresses, shoes, jewelry and beach wear offered in Badgley Mischka’s spring 2011 collection.
Willis said she had a wonderful time at the beach: “It was so amazing to play on the beach in beautiful and timeless gowns. I felt like a princess.”
She added: "This partnership with Mark and James has been a wonderful experience and I am honoured to participate in this new campaign."
Designers Mark Badgley and James Mischka have explained their choice of muse by saying: “Rumer is a great muse for the season. She has a vivacious spirit to her; she is young and modern, which is representative of our spring collection.”
The new Badgley Mischka campaign is set to appear in fashion magazines and on the Web as early as March.
As the newest face for the brand, Willis follows in the footsteps of Eva Longoria, Carrie Underwood and Brooke Shields.