Rumer Willis is the new face of Badgley Mischka.
The 22-year-old actress - daughter of Bruce Willis and Demi Moore - has signed up to represent the luxury brand designed by Mark Badgley and James Mischka for their spring 2011 campaign, following in the footsteps of celebrities Eva Longoria, Carrie Underwood and Brooke Shields.
She said: "I was thrilled and honored to be chosen to represent the Badgley Mischka brand. Working with Mark and James is an incredible opportunity."
The designers were equally enthusiastic about working with Rumer, saying: "We adore Rumer, she is glamorous, youthful and fun. Rumer captures the spirit of all of our spring collections, especially our newly launched Mark + James collection."
Rumer will model couture eveningwear, the new Mark + James contemporary collection, swimwear and accessories including shoes, bags and jewelry in the campaign shot by photographer Tony Duran.
The ad campaign will begin appearing in fashion and lifestyle magazines in March 2011.