Rumer Willis appears in new Badgley Mischka ads (Photos)

Rumer Willis, the 22-year-old daughter of Demi Moore and Bruce Willis, is seen in new ads for high-end fashion house Badgley Mischka.
Designers Mark Badgley and James Mischka chose the actress as the company's newest spokesmodel late last year and described the actress, who has starred in movies such as "The House Bunny" and the drama series "90210", as "glamorous, youthful and fun."
Rumer Willis stars spring 2011 ad campaigns for couture eveningwear, footwear, handbags and swimwear and the contemporary Mark & James collection.
"It was so amazing to play on the beach in beautiful and timeless gowns, I felt like a princess," Rumer Willis said in a promotional interview after shooting the photos for the collection in Malibu, California. "Partnering with Mark and James has been such a wonderful experience and I am honored to appear in the new campaign."
Badgley Mischka's parent company, Iconix Brand Group, earlier this year began a joint venture with singer Madonna to launch her and daughter Lourdes' Material Girl junior apparel. It has also worked with "Mad Men" actress Christina Hendricks, who appeared in the fall marketing campaign for the group's London Fog brand.