Emma Heming, the girlfriend of action star Bruce Willis, has been named as the new face of La Senza. (Source: chinadaily.com.cn/Agencies)

Still, Emma, who was born in Britain and raised in north London and California, managed to capture the attention of Willis, 53, six months ago, and the pair have been dating since.

Some observers have noted Emma appears to be Demi Moore 2.0 - a younger version of his ex wife, complete with flowing brunette tresses, neat facial features and of course, a knock-out body.

"Bruce has fallen for Emma big time," a source has said.

"He is in it for the long-term with her."

"He has enjoyed the bachelor lifestyle for a good few years but thinks the time is right to settle down," the source added.

Willis' daughters Tallulah Belle, 14, Scout, 16, and Rumer, 19, have embraced his new girlfriend into their family and Demi, 45, has too - last month she invited the model to a premiere of her film Flawless in New York.

Of course, it was Willis who set the precedent after making a concerted effort to be on friendly terms with Demi's new love, Ashton Kutcher, 30.

He is now so close to the Charlie's Angels star and her husband - they even holiday together.

Despite splitting up in 1998, 11 years after they married, the action star revealed recently: "I love Demi, and I know she loves me."