By Kate Hogan
Updated March 03, 2011 05:15 PM

Jason LaVeris/FilmMagic

Badgley Mischka’s newest face, 22-year-old Rumer Willis, is no stranger to the fashion world. As the daughter of the ever-well-dressed Demi Moore, she’s learned her share of style tips — “Always trust your gut instinct,” she says — and has worn some pretty fabulous dresses, courtesy of mom. “I’ve definitely raided her closet quite a bit,” she told PEOPLE Wednesday at the opening of Badgley Mischka’s Rodeo Drive flagship in Beverly Hills. “But the problem is when my sisters raid my closet and my stuff disappears.” Willis, whose stunning ads were recently revealed, makes the perfect face for the company, designer Mark Badgley told PEOPLE. “She’s very real, she’s got great style and she knows what she likes to wear and what she doesn’t.” Design partner James Mischka agrees, adding, “We are trying to find the next generation of Hollywood royalty, and she’s obviously that.” From Willis’s end, the love is mutual. “Their stuff is elegant and glamorous, and I think every woman loves to have that feeling once in awhile,” she said. And perhaps her newfound fashion friends are even influencing her career path a bit. “Watching two people so involved in the whole [design] process is inspiring,” she shared. “Especially if I at some point did something like this.” —Michelle Ward