Gemma Arterton's tough-yet-glamorous style

Gemma Arterton's style is a contradiction of tough and glamorous.

The 'Clash of the Titans' actress believes she was the perfect choice to front G-Star's latest collection because the fashion brand embody her choices of practical yet feminine outfits.

She said: "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."

Gemma's advertising campaign features in a new film, 'G-Star New York Fashion Week', and features celebrities including Rosario Dawson and Jared Leto at their New York Fashion Week Show.

On camera, Rosario praised the British beauty's appointment as face of the firm.

She said: "Awesome! I am a big fan of hers, I think she is wonderful and I have heard great things about her."

Gemma has previously admitted she likes to keep her style simple.

She said: "For me it's kind of simple really. I don't really go for anything too embellished or fancy or frilly or girly and it has to be easy because I haven't got time for anything that's too difficult!

"I just like putting on a pair jeans and jacket and going, although I do like heels - I've got a passion for shoes, but I always end up wearing the one same pair of shoes. But it works with my lifestyle because I'm always running around so it doesn't work for me to wear tight skirts and corsets, or whatever it is! Jeans are definitely the way forward."

To find out more about more about G-Star's Metropolitan Explorer inspired NY RAW Autumn/Winter 2011 show visit www.g-star.com/en/fashion-shows.

Also for more information about Gemma's campaign, go to http://vicestyle.com/en/gstarraw/home.