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Episode 1 : Lily Donaldson by James Franco

The wait is over – we’ve officially launched the first episode from our SS12 campaign, directed by the one and only James Franco. The first video centres on the incredibly beautiful Lily Donaldson.

After being scouted on a shopping trip to Camden Market at the age of 16, Lily rose to fame in campaigns for the likes of Burberry, Dolce & Gabbana and Dior to become one of the most sought-after models in the industry. The London-born daughter of photographer Matthew Donaldson, Lily was nominated for Model of the Year at the British Fashion awards in 2005, and takes on the next challenge in her promising career with a starring role in James Franco’s directorial debut for 7 For All Mankind.

The first episode of the campaign features Lily as muse and leading lady, evoking the spirit of vintage Californian glamour. Lily is the heroine of the party, the one person you cannot take your eyes off all night. You can almost feel the free-spirited, bohemian vibe of the party, and of Lily herself.

We’ll be revealing the next episode of the campaign each week – make sure you like our Facebook page or follow us on Twitter to see the full story unfold.

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