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DENIM DIVA: Paige Denim has tapped Rosie Huntington-Whiteley as the new face of its 2015 spring and fall ad campaigns. Huntington-Whiteley will also act as a muse for creative director Paige Adams-Geller’s collections, and a collaborator on the campaign.


“We’ll be able to pick a photographer, pick a location, do the ideas behind the shoot together, and really work together as best we can,” Adams-Geller told WWD during an event at Selfridges on Thursday to announce the collaboration and to launch a new Paige shop on the store’s third floor.


Huntington-Whiteley, meanwhile, reminisced about her first pair of Paige Denim jeans. “I had an event to go to, and [the hosts] were quite specific that I wear white jeans, and I’m a little scared of white jeans — you know, get it wrong, and they’re not so good,” she said.


“And so Paige sent over a few pairs, and there was this amazing pair of high-waisted flares that fit me like a glove. I felt like a million dollars in them, my legs looked super long — which we love — and I’ve been loyal to the brand ever since. For me, to avoid those hellish jeans nightmare shopping crazy experiences, I think it’s about staying loyal to a particular brand and finding my styles within that brand. Paige has every possible style you could want,” she added.


The 405-square-foot Paige shop at Selfridges stocks 32 core denim styles, 21 seasonal styles and other clothing. Prices range from 90 pounds, or $152, for a jersey T-shirt, to 900 pounds, or $1,527, for Edgemont leather pants.

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