Rumer Willis has made her modelling debut as the new face of luxury brand Badgley and Mischka.
Following in the footsteps of Eva Longoria, Carrie Underwood and Ashley and Mary-Kate Olsen, the beautiful 22-year-old is clearly comfortable in front of the camera.
And no wonder - as the oldest daughter of Bruce Willis and Demi Moore, Rumer is used to being the centre of attention.
Pretty in pink: 22-year-old Rumer Willis makes her acting debut as the new face of Badgley and Mischka
The photoshoot, which features evening wear, jewellery and footwear, took place on the beach in Malibu, California.
Posing in a number of romantic pictures for photographer Tony Duran, the actress channels a very soft and feminine look.
'It was so amazing to play on the beach in beautiful and timeless gowns. I felt like a princess,' she says.
Stunning: The photoshoot took place in Malibu, California with photographer Tony Duran behind the lens
'I was thrilled and honored to be chosen to represent the Badgley Mischka brand. Working with Mark and James is an incredible opportunity.'
And designers Mark Badgley and James Mischka couldn't be more happy to have her on board.
'Rumor is a great muse for the season,' they said. 'She has a vivacious spirit to her; she is young and modern, which is representative of our spring collection.
Delicate: The Spring 20100 Badgley Mischka line features evening wear, jewellery and footwear
Famous family: Rumer is the daughter of Demi Moore and Bruce Willis and the stepdaughter of Ashton Kutcher and Emma Hemming
'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 has has parts in films such as The House Bunny and Sorority Row, and TV shows such as 90210, CSI: NY, and The Secret Life of the American Teenager.
She has two sisters: Scout LaRue, 20, and Talullah Belle, 17.
Beach babe: Rumer looked like she was having a fantastic time during the long Malibu photoshoot
Big fans: Rumor is a great muse for the season, say designers Mark Badgley and James Mischka
Beautiful girl: Rumer says she found it amazing to wear the timeless gowns and she felt like a princess