Rumer Willis was a 'princess' on Badgley shoot

Rumer Willis felt like a "princess" on the photo shoot for her Badgley Mischka campaign.

The 22-year-old actress - daughter of Bruce Willis and Demi Moore - was named as the new face of the luxury brand last year and says she loved every minute of shooting her debut ads.

Rumer said: "It was so amazing to play on the beach in beautiful and timeless gowns. I felt like a princess." And the love is returned. "Rumer is a great muse for the season."

Designers Mark Badgley and James Mischka said of Rumer: "She has a vivacious spirit to her. She is young and modern, which is representative of our spring collection."

In the campaign, Rumer - who is following in the footsteps of celebrities Eva Longoria, Carrie Underwood and Brooke Shields - models couture eveningwear, the new Mark + James contemporary collection, swimwear and accessories including shoes, bags and jewellery and it was shot by photographer Tony Duran.

The ads will begin appearing in fashion and lifestyle magazines in March 2011.

Speaking after she was named as the brand's new model, Rumer said: "I was thrilled and honoured to be chosen to represent the Badgley Mischka brand. Working with Mark and James is an incredible opportunity."