Eva Mendes' Charity Talk... A Little Jagger... David Beckham, Unfurled...

Eva Mendes was overcome with emotion while discussing her work with The Art of Elysium. Also in today's scoops: David Beckham visits Selfridges.

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ROCK HUDSON: In an intersection of good jeans and good genes, Hudson Jeans has cast Georgia May Jagger, the youngest daughter of Jerry Hall and Mick Jagger, in its fall ad campaign. “Georgia is the new era of girl,” said David Lipman, who is helming the campaign. “A miracle like this comes around every 30 years.” Which is to say Lipman, who also serves as an operating partner in Fireman Capital, Hudson’s majority investor, sees the marketing magic in Jagger — so much so that Hudson signed her for three years. While she’s done a bit of editorial, this is the first ad campaign for 17-year-old Jagger, who has her mother’s blonde hair and bone structure. It’s also the first step in a major rebranding push for the Los Angeles-based premium denim label, which was founded in 2002. The shoot, photographed by Mario Sorrenti and styled by Camilla Nickerson, takes place this weekend in London (though Hudson is known for its Union Jack logo) and Lipman said the results will shift the traditional campaign paradigm. “It’s going to take the digital age and the print age and crash them,” he said, adding that print, online, viral video, outdoor venues and social networking will all be in the mix. As for the concept, the cameras will follow Jagger through her London life, including a trip to a club with her friends and boyfriend Django James of the band Django James & The Midnight Squires. “But it’s really about Georgia,” said Lipman. “She is going to take the world by storm. Mark my words.”

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