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EXCLUSIVE: Hudson Jeans A/W12

Ben Taverniti talks of muse Georgia May Jagger as we premiere the new campaign

Georgia May Jagger is rock royalty, inheriting knock-em-dead glamour from mum Jerry Hall and the insouciant attitude of her dad, Rolling Stone frontman Mick. Once again Georgia May is face of the new Hudson Jeans campaign, continuing her relationship as muse with the music-fixated denim brand. Dazed Digital caught up with Ben Taverniti, Hudson's creative director, to talk Jagger's swagger.

Dazed Digital: Georgia May Jagger is a recurring campaign face for Hudson. What do you love about her?
Ben Taverniti:
She is the living embodiment of the HUDSON brand.  She is confident, passionate, driven, edgy and just cool.  She doesn't try to be something and is very comfortable in her own skin and who she is a person. Her style is effortless.  I am a firm believer that style comes from the inside. At the end of the day, the person that is confident with who they are will always be stylish. That is Georgia.

DD: Can you tell us about shooting the video?
Ben Taverniti:
Georgia is so down to earth and enjoys what she does and is so easy going. Throughout shooting, she's so upbeat. Always cracking funny gestures or sometimes breaking out into a dance and joking at situations. She takes her work very seriously but she doesn't take herself too seriously and knows how to have fun.