And we are all over it! I love Gemma Arterton. I loved her in Quantum of Solace and I loved her in Prince of Persia.
The exotic looking actress is the last person I would have expected to be recruited by G-Star RAW but then isn't that their way ---to surprise the pants off of us with the most unexpected choices and unpredictable collaborations. Gemma seems to understand this as well stating;
"I feel like a tough girl in a fancy frock sometimes and I think G-Star is the same. I like the contradiction between glamour and durability. Sometimes people are shocked when they meet me because of this contradiction."
In her new role, she will be featured in all Spring/Summer 2011 ad campaigns along with chess champion Magnus Carlson who is renewing his partnership with the brand, as well as blogging about the campaign on gemma.g-star.com.
To kick off what is sure to be an exciting partnership, Gemma will be curating a G-Star London RAW Night tonight with performances by XX and Beautiful Crime.
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