The label's parent company, Iconix Brand Group, released this first look at the campaign in advance of its March debut in American magazines, including Harper's Bazaar.
Shot by famed fashion photographer Tony Duran, the spread features Willis, a 22-year-old aspiring actress and eldest daughter of Demi Moore and Bruce Willis, looking red-carpet ready in a one-shoulder white-and-black chiffon couture gown. In other campaign pics she poses in more Badgley Mischka gowns, shoes, jewels and accessories with the glorious Malibu, Calif., coast in the background.
Willis, who was briefly romantically linked to heartthrob Zac Efron, evokes a come-hither vibe in the sultry, glamorous campaign. In each pose, she wears her long dark hair down in flowing, beachy waves done by Riawna Capri. Her make-up was by Fiona Styles.
The designers and Willis' dog were with her on the sunny set all day, a brand spokesperson tells StyleList.
"Rumer is a great muse for the season," design partners Mark Badgley and James Mischka said in a statement. "She has a vivacious spirit to her; she is young and modern, which is representative of our spring collection."
Willis, meanwhile, was ebullient about her Duran shoot. "It was so amazing to play on the beach in beautiful and timeless gowns," she said in a statement.
Willis joins the ranks of concealer-challenged Eva Longoria, newlywed Carrie Underwood, and design-minded Mary-Kate and Ashley Olsen as faces of the romantic Badgley Mischka brand.
Her photo spread will also be featured on the designers' Web site come spring, Iconix said in a statement.
Speaking of Hollywood daughter's making a splash, check out Kardashian sister Kendall Jenner's sexy beach photo shoot.
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Also read about "Gossip Girl" stars Blake Lively's and Leighton Meester's rival gigs representing major designers.