Lily Donaldson for River Island
Model Lily Donaldson is the new face of River Island.
The 27-year-old fashion star has been tapped by the British high street store to front its new Spring 16 advertisement, which was shot by photographer Emma Summerton in Acapulco, Mexico.
British stylist Edward Enninful put together Lily's outfits for the campaign, influenced by the likes of old Hollywood glamour and the Italian Riviera. The model will wear 35 women's looks in the photos, such as a collared denim blazer with matching high-waisted jeans and a netted orange skirt with a navy top.
“Our in-house team have collaborated creatively with fashion masterminds Edward Enninful and Emma Summerton to craft this season’s advertising campaign with the stunning talent that is Lily Donaldson at the forefront of this,” River Island's marketing director Josie Roscop told WWD.
“As a brand we are excited to deliver a campaign that promotes our primary values, promoting a stylish and distinctive take on fashion, whilst being fun and confident in our choices to deliver a fresh campaign to our consumers.”
Lily has yet to comment on her big new role. The images will run in the March issues of fashion publications including Elle UK, British Vogue and Glamour UK.
River Island has collaborated with several big names over the years, most recently plus-size model Candice Huffine. The curvaceous beauty is fronting the retailer's new line for fuller-figured ladies, RI Plus, set to debut in March (16).
Josie also commented on this venture when it was announced in December (15), explaining how the collection came about.
"We're excited about giving great fashion to more women, we feel this is the right time for the brand to expand our size range offering," she told vogue.co.uk. "Ultimately, it's about fashion and being inclusive."