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Radley has announced a new, very cool-hip-and-young star to be the very first face of their brand. Laura Bailey has been tapped by the iconic handbag label to front their Spring/Summer 2012 collection. Photographed by Angelo Pennetta and styled by Katie Hillier, the campaign aims to "bring to life the true essence" of a Radley woman. This happens to be Bailey, who is also a model, writer and cultural ambassador for the BFC.

"I have watched the Radley brand for years and was thrilled when they asked me to be their first brand ambassador. I love that creativity and quality are at the heart of the brand, ensuring that every design has that unique Radley feel customers can't get enough of," Bailey said.

Speaking on the importance of a bag to an outfit, she added: "As much as I love the idea of being minimalist with just the essentials in my pocket, realistically I lug around phones (Blackberry for email, iPhone for pictures - don't ask!), notebooks, probably too many sunglasses, keys, wallet, books. I love throwing my bag in my bike basket or over my shoulder. I like how even when I'm wearing a plain white vest top and jeans how a bag can transform an outfit. A well-loved bag can toughen up a pretty vintage dress. Or colour in a bag - like Radley's 'Compton' in yellow - can make the same pair of jeans look different."

I can't wait to hear what The Bag Lady thinks of the campaign.

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[Images courtesy of Radley]