Michael Phelps makes a splash for Louis Vuitton

Team USA swimmer Michael Phelps, the most decorated Olympian of all time, fronts Louis Vuitton's new Core Values campaign.

BY Olivia Bergin | 14 August 2012

Michael Phelps in the new Louis Vuitton Core Values campaign Photo: Annie Leibovtiz

Swimmer Michael Phelps' haute modelling debut couldn't have been shot in a better location - aside from a tropical infinity pool, perhaps.

The Olympic gold medallist, who has made sporting history with a total of 22 gold medals to his name, has been signed up by French luxury label Louis Vuitton.

The 27-year-old was shot by celebrated fashion and portrait photographer Annie Leibovtiz in a bath tub - complete with swimming trunks and goggles - with a bath towel and Louis Vuitton tote strewn by his side.

In another image, Phelps is depicted chatting to Larissa Latynina, the former Soviet gymnast who, until July 31 was the most decorated Olympian with 18 medals - until Phelps proverbially lapped her.

Phelps follows in the footsteps of fellow celebrities Sean Connery, Muhammad Ali, Angelina Jolie and singer Bono in modelling for the brand's Core Values campaign. Launched in 2007, the initiative puts the spotlight on exceptional people "of truly global stature ranging in professions and backgrounds" who beyond their celebrity status, "are individuals who are widely recognised to have lived full and interesting lives".

Crazy in love: Kate Bosworth makes fashion film with lover Michael Polish

Actress Kate Bosworth has created a candid video with boyfriend Michael Polish to promote her new line of jewellery.

BY Olivia Bergin | 04 July 2012

Since finding love with dashing film director Michael Polish, waifish actress Kate Bosworth is rarely pictured alone these days. The pretty beach blonde is practically glued at the hip to her boyfriend of 18 months, and now the couple have embarked on a professional relationship, too.

IN PICTURES: Kate Bosworth's fashion hits

Polish took his camera with him to sun-soaked Tulum in Mexico to capture Bosworth modelling her new jewellery collection.

Possessing an arsenal of tropically-hued denim cut-offs and white cotton tops, 29-year-old Bosworth takes to the streets, markets and beaches of the tropical town to show off the earrings, bracelets and rings she designs with stylist Cher Coulter for shopping website Jewel Mint .

It is not the first time Bosworth, who recently starred in thriller Straw Dogs , has starred in a fashion film; French designer Vanessa Bruno has cast Kate in the past in two surreal films made to show off her label.

WATCH: Kate Bosworth moonlights for Vanessa Bruno

The overall effect of the candid takes and obvious affection between Polish and his subject makes watching 'Tulum' feel like you're intruding on Kate and Michael's private holiday - in a good way of course.

Michael Polish and Kate Bosworth pictured together in LA. Photo: REX

Watch: Betty Boop makes a star out of Daria Werbowy for Lancome

See top model Daria Werbowy get career advice from our favourite cartoon character, Betty Boop, in 'Star Eyes', a short film for Lancôme's new Hypnôse Star Mascara.

BY Bibby Sowray | 05 July 2012

Everyone wishes they could get career advice from the figure who best represents their vocation, and when it comes to becoming a screen icon, who could be better than Betty Boop?

To promote Lancôme's new Hypnôse Star mascara model Daria Werbowry takes on the role of a beautiful silver-screen ingénue eager to be known not just for her beauty, but her acting ability, too, in the Joann Sfar-directed 'Star Eyes'.

Luckily, cartoon character and the original sex symbol, Betty Boop is on hand to offer invaluable advice. As Werbowy recites her line - which happens to be Boop's infamous catchphrase, "Boop-boop-de-doop" - Betty appears, bedecked in her trademark sparkly black dress and garter, and Werbowy asks her how she can be seen as more than just "an image".

READ: Emma Watson gets lippy for Lancôme

"I've been in the business since black and white. All stars have a secret. Just say it with the eyes," says Boop before presenting her with Lancôme's latest mascara.

Lancôme aren't the first cosmetics giant to turn to animated doodles to help them promote products. MAC used Wonder Woman on a line of products for spring 2011, while OPI recently created a range of nail polishes inspired by Minnie Mouse.

If only a mascara really could turn us into a star, or Betty Boop/Daria Werbowy for that matter.