British actress Gemma Arterton has been named the face of the G-Star Raw spring 2011 campaign.

According to a UK newspaper, the 25-year old was picked to front the luxury denim line for her "unique sense of style and femininity".

The actress of Prince of Persia fame told US Weekly earlier this week that she is thrilled to work with the iconic label.

"The brand is ultra-modern, cool and quite unusual. It’s very different to any jean brand. It’s very edgy, raw and fresh," she quipped.

In another interview, Arterton highlighted she identifies with G-Star because of its contradiction between glamour and durability.

" I feel like a tough girl in a fancy frock sometimes, and I think G-Star is the same.

"Sometimes people are shocked when they meet me because of this contradiction."

The campaign will be shot by Dutch photographer Anton Corbijn.

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