Channelling Elvis: Riley Keough, the daughter of Lisa Marie Presley, is the star of the new Lee campaignHer grandfather, Elvis Presley, was an icon of the Fifties. Now Riley Keough appears to be channelling his legacy in a new campaign for Lee Jeans.
The 21-year-old, who is the daughter of Elvis's daughter Lisa-Marie, gazes provocatively at the camera in the new ad, tilting her collar in a reference to the rock'n'roll legend's signature look.
It is the latest in a string of high-profile modelling jobs for Miss Keough, who made her catwalk debut at the age of 14 in a Dolce & Gabbana show in 2004 autumn/winter runway show in Milan.
The new image, which forms part of the denim brand's new A Lee Don’t Lie campaign, was shot by top photographer Terry Richardson.
Lee Brand President, Gilles Laumonier, told MailOnline the company's mission was to capture candid images of its models, some of which cull up striking references to Miss Keough's grandfather.
Another model in the campaign, styled in a denim button-up and jeans, appears to give a nod to the King of rock'n'roll with a dark mane of hair coiffed to hang in front of his eyes.
Mr Laumonier said: 'We wanted the ad images to be honest and true to the copy as well as to the sentiment of this brand.'
Rock 'n' roll legend: Miss Keough's grandfather, Elvis Presley, playing an acoustic guitar in 1956The choice of photographer, he revealed, was integral to this.
'Working with Terry Richardson was the ultimate choice for us, his honest and often gritty style delivers unique portraiture which is precisely what we wanted,' he continued.
'We appreciate Terry’s trueness, in his approach to his work and the fact that he is very real.'
Miss Keough, who is the oldest grandchild of Elvis and Priscilla Presley, has been a firm favourite with the fashion pack since her catwalk debut at Dolce & Gabbana's autumn/winter runway show in 2004, when she was 14.
Rock'n'roll reference: Another model in the campaign, styled in a denim button-up and jeans, appears to give a nod to The King with a dark mane of hair coiffed to hang in front of his eyesShe has since secured editorial work for top fashion magazines including Vogue, Nylon, Elle and Dazed & Confused.
She was also the face of Christian Dior's Miss Dior Cherie fragrance in 2006, a role that is currently held by actress Natalie Portman.
In recent months, however, she has made a transition to acting.
The rising star made her big screen debut last year as Marie Currie, the twin sister of rocker Cherie Currie, in music biography The Runaways, co-starring Kristen Stewart and Dakota Fanning.
Scent of success: Miss Keough became the face of Christian Dior fragrance Miss Dior Cherie in 2006Other movie credits include The Good Doctor, in which she co-starred with Orlando Bloom, and werewolf film Jack & Diane.
Miss Keough's mother Lisa Marie, 43, was 20 when she married her father, Danny Keough. The couple also had a son, Benjamin Storm, now 18, during their six-year relationship.
Twenty days after the their 1994 divorce, she married second husband Michael Jackson.
She also married actor Nicholas Cage, who she divorced in 2004.
In the genes: Miss Keough's mother, Lisa Marie, married her father, Danny Keough, when she was just 20Lisa Marie Presley is now married to guitarist and music producer Michael Lockwood. The couple are parents to two-and-a-half-year-old twin girls Finley Aaron Love and Harper Vivienne Ann.
Elvis Presley died in 1977, when Lisa Marie Presley, his daughter with Priscilla Presley, was only nine-years-old.
The A Lee Don’t Lie campaign will appear in Europe, the Middle East and Africa until September.
source: dailymail