The quirky mastermind [1] is at it again. Barneys New York Creative Director Simon Doonan has just enlisted [2] Coco Rocha to play the main character in his tale, “Emma’s Dilemma,” in its Fall catalog.

So what's the dilemma? The entertaining scenario has Emma wanting everything — Christian Louboutin, Lanvin, Valentino, Manolo Blahnik, and the list goes on and on. A snippet from the story reads, "Making decisions has never been my strong point. When faced with a chocolate eclair or a macaroon, I dither and procrastinate and end up nibbling on both” says Emma.

“The theme is, ‘Oh just buy both.' Embedded in there is permission to be a little self-indulgent. It’s a bit of glamorous self-indulgence” said [3] Doonan.

“I thought women could relate to this story" said Doonan. Yes, Simon, I concur.

Source [4]