Rosie Huntington-Whiteley and Paige Adams-Geller at the new shop in Selfridges [Getty]
If there's anyone to look to for denim inspiration, it's Rosie Huntington-Whiteley. Whether she's trotting around LA in a pair of flares or hitting Coachella in printed cut-off shorts, RHW gives us a style masterclass with every step.
So it makes perfect sense that the Brit beauty has been snapped up as the new face of Paige Denim. After unveiling the news on Instagram last week, Rosie arrived in London yesterday to launch Europe's first ever Paige Shop in Selfridges' Denim Studio. She was joined by Jean Queen and owner of the lifestyle label, Paige Adams-Geller herself, and the pair make a winning combination with their glossy blonde hair and golden tans.
'It's so funny because people keep saying "the campaign looks great", but that photo [below left] was just me messing around in my dressing room at home,' giggles Rosie. 'One of the girls from Paige came to the house to do a fitting and I got really creative and started bossing her around! I love taking Instagram photos.'
Perhaps the model could direct the campaign herself? 'That's part of the creativity that we have together,' agrees Paige. 'I've been a fan of Rosie for a long time and when I saw her in our white jeans, I knew she was the quintessential Paige girl. There's so much about who she is as a person - so kind and warm and intelligent - and I love how seriously she takes her modelling career.'
Rosie Huntington-Whiteley is the new Paige muse [Instagram]
Of course, she's seriously stylish too so we couldn't miss the opportunity to ask Rosie for her denim tips. 'I don't have much time to go shopping so I've always stayed loyal to a brand, then I know I'll find the perfect distressed denim from within that brand or dark jeans that are going to take me from day to night. Then I can avoid the crazy and often hellish experience of denim shopping.'
As for wearing denim in the summer, Rosie has long been an advocate of jean shorts. 'Every girl should have them in her wardrobe, especially for festivals and concerts.' She also loves white jeans and a boyfriend style turned up at the ankle worn with heels'. Does her style change when she's in London compared to LA? 'I stick to darker colours when I'm in London because it's a working city and it's colder,' she says. 'It's all about that rock 'n' roll look, something edgier.'
Rosie Huntington-Whiteley's excellent denim style [Getty]
Paige agrees that RHW is the ultimate style icon for model-off-duty chic. 'She's been on my inspiration board for so long! When she's just running around town, it's exactly what I look to. I want to come back as Rosie in my next life.' Ah, don't we all. 'Oh my goodness, my head's getting so big!' Rosie laughs. 'They'll have to get another lift for me to get out of here'.
But Rosie is still as humble as ever, despite becoming a huge success worldwide and going from Victoria's Secret Angel to movie star to the designer of a super-successful lingerie range. 'I just go about my life choices and if I can empower women on the way, that's the cherry on the top,' she says of becoming a one-woman brand. 'I hope everything I do represents women and that's something I think about more as I get older.'
Speaking of which, there's rumours that Rosie will be designing her own range for Paige. Is it true? 'I'd be thrilled to... Watch this space.' Ooh, what a tease!
See Rosie's style evolution in the gallery below...