The campaign includes an online video, called "the journey", in which the British actress strolls through east London, passing the (British) models Lara Mullen, Rosie Tapner and Brogan Loftus, on her way to a photo shoot. The soundtrack is Connection by Elastica.
The online film was posted today and was preceded by a teaser video called "who is she", which hid Turner’s face. The ads were directed by Glen Luchford, who was also the campaign's photographer. The agency behind the campaign was October Sun.
This campaign is part of Karen Millen’s strategy to become a leading "accessible luxury fashion brand", and follows shop openings in Knightsbridge and New York.
Gemma Metheringham, the chief creative officer at Karen Millen, said: "The campaign is a celebration of the creativity, craftsmanship and inspiration that is on our doorstep and reflected in our stores and collections all around the world.
"It brings together a team of the best of established and emerging British creative talent."