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Rosie Huntington-Whiteley For Paige Denim

Rosie flashed this pair of Paige jeans with the caption: "Thrilled to be the new face of @paigedenim can't wait to #LIVEINIT #STAYTUNED #PROJECTINTHEWORKS", begging the question, is there more involved than just a new campaign? What could this "project" be?

Source: Instagram user rosiehw