"One time she and I were in London, outside having a ciggy," continued Arpino, "and you'd just look up and see Agyness' face everywhere, on billboards, on the bus. She said to me, 'Look at that!' She was gobsmacked."
Agyness, said Arpino, is the first to express amazement at her ubiquitousness.
"Even she thought being called an icon was a bit much," he said. "She doesn't like to say, 'I'm the next Kate Moss.'"
Deyn currently is the face of Burberry and Giorgio Armani campagins, along with House of Holland, her friend and fellow Brit Henry Holland's label.
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